What Db Journey does

Db Journey is a Norwegian-designed, direct-to-consumer luggage and backpack brand that designs, manufactures, and sells premium travel gear across multiple activity verticals including skiing, snowboarding, surfing, skating, photography, and urban commuting. Founded in 2012 and headquartered in Norway, the company sells 299+ products organized into sub-brand collections such as Ramverk (hard-shell and aluminum luggage), Hugger (versatile backpacks), Entour (travel bags), Roamer (duffels), Weigh Lighter, Hauler, and Essential accessories. Its product differentiation rests on proprietary mechanical design features including Rib Cage Technology™ (structural support), Hook-Up System™ (inter-bag attachment), and Length-Adjustment System™ (up to 200cm adjustable ski bags), combined with a Scandinavian design aesthetic, recycled materials, and B-Corp certification.

The company operates a primarily direct-to-consumer business model through eight regional e-commerce storefronts (Norway, Europe, USA, UK, Australia, New Zealand, South Africa, Chile), company-owned physical retail (Ramverk Alu, Luggage, Snow, and Skate stores), and a third-party retailer network. Pricing is unit-based in Norwegian Krone, ranging from approximately 75 NOK to 10,999 NOK, with seasonal promotional discounts up to 50%. Revenue is supplemented by a membership program (Db Black) offering free shipping, extended warranty, and exclusive access, and a Lost & Found circular-economy trade-in and resale platform. The company employs 51-100 people and serves five core customer segments: frequent travelers (primary), snow sports enthusiasts, photographers, urban commuters/skaters, and surfers.

In December 2024, Db Journey received a minority investment from LVMH Luxury Ventures Fund, with capital explicitly allocated to global expansion, brand awareness, and new product lines including aluminum luggage and golf travel gear. The company is privately held under the legal entity Db Equipment, with founders Truls Brataas and Jon Olsson, and a second funding round recorded in June 2025.

Name

Db Journey

Legal name

Db Equipment

Website

https://dbjourney.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Db Journey is a Norwegian direct-to-consumer brand designing and selling Scandinavian-designed luggage, backpacks, and sports travel gear across eight regional markets, serving frequent travelers, snow sports enthusiasts, photographers, and urban commuters through DTC e-commerce, own retail, and a proprietary modular bag ecosystem.

Ownership category

akta.pro rank

Product category

Travel Luggage & Bags

NAICS

Sporting Goods Retailers (45911), Luggage and Leather Goods Retailers (458320), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

akta.pro secondary industries

Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Backpacking & Trekking Gear Retail (CRAMAAAA), Backpacks & Travel Bags (CRAAAJAB), Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG)

Keywords

• Travel backpacks
• Luggage bags
• Ski snowboard bags
• Duffel bags
• Camera backpacks

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Db Journey generates revenue through direct-to-consumer sales via its e-commerce platform dbjourney.com, selling travel bags, backpacks, luggage, and accessories at various price points in Norwegian Krone (NOK).
2. Physical Retail Sales: The company operates physical retail stores including Ramverk™ Alu Stores, Luggage Stores, Snow Stores, and Skate Stores, enabling in-person purchases and brand experience.
3. Lost & Found Resale Program: Trade-in and resale program where customers can exchange used gear for credit towards new purchases, with resale items sold through the Lost & Found platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Db Journey designs, manufactures, and sells premium Scandinavian travel gear including hard-shell luggage (Ramverk line), versatile backpacks and roller bags (Hugger), travel collections (Entour, Roamer), and activity-specific bags for skiing, snowboarding, surfing, skating, photography, and commuting. Products are sold direct-to-consumer globally through e-commerce and physical retail, supported by proprietary technologies (Rib-Cage Construction, Hook-Up System, Length-Adjustment System) and a Db Black membership program.

Product overview

Db Journey is a Scandinavian luggage and backpack brand offering award-winning travel gear. The product portfolio is organized into multiple sub-brands across bags, luggage, and sports equipment. Core bag collections include the Ramverk family (Alu aluminum, Pro, and standard hard-shell luggage in carry-on and check-in sizes), Hugger (versatile backpacks and roller bags), Entour (travel-focused weekenders and totes), Roamer (split duffels and classic duffels for adventure), and Weigh Lighter (lightweight alternatives). Sports-specific gear includes Snow Roller Pro ski/snowboard bags with wheels, Snow Pro and Backcountry snowboard/ski backpacks, Surf Pro coffin bags, and Skate bags with attachment systems. The Essential, Freya, and Hauler sub-brands offer everyday accessories, pouches, and fitness-focused bags respectively. The brand also provides proprietary technologies including the Hook-Up System for bag interconnection and Rib-Cage Construction for enhanced protection. Db Journey operates a Db Black membership program and Lost & Found circular economy initiative for trade-ins and resale.

Differentiator

Problem solved

Functional benefit

Brands

• Hugger: Backpack collection featuring improved backpack straps and ergonomic fit
• Ramverk
• Entour
• Roamer
• Hauler
• Essential
• Freya
• Weigh Lighter

Products and services

• Ramverk Alu Award-winning aluminum hard-shell luggage line featuring premium aluminum construction with the next-generation design for the Ramverk luggage collection, targeted at frequent travelers seeking premium, durable aluminum frames.
• Ramverk Pro Premium hard-shell luggage and backpacks featuring front-access design, smart internal organization, and padded protection for travel and photography gear.
• Ramverk Classic Luggage Classic hard-shell luggage collection available in carry-on and check-in sizes with aluminum frame construction for frequent travelers.
• Hugger Backpacks & Roller Bags Versatile backpack and roller bag family including the National Hugger collection, available in sizes from 15L to 90L for travel and daily use.
• Entour Travel Collection Collection built for efficient, seasoned travelers including weekenders, totes, backpacks, slings, helmet bags, and sacoches in various sizes.
• Roamer Pro Split Duffel Split duffel bags with compartments for clean clothes and dirty gear, featuring aluminum rods for stable structured carry. Available in 50L, 70L, and 90L sizes.
• Roamer Duffel Classic barrel-shaped duffel bags in multiple sizes (25L to 100L) with weather-resistant materials and Hook-Up System compatibility.
• Weigh Lighter Collection Lightweight travel gear collection including split duffels, backpacks, helmet bags, and snow rollers designed to minimize weight while maintaining durability.
• Hauler Gym & Fitness Bags Gym and fitness-focused bags including weekenders, totes, backpacks, slings, and gym bags in various sizes and colors.
• Essential Travel Accessories Essential travel accessories including packing cubes, dry bags, wash bags, laptop sleeves, totes, weekenders, and backpacks in multiple sizes.
• Freya Pouches & Fanny Packs Pouches, fanny packs, and backpacks designed with a minimalist aesthetic for everyday carry.
• Snow Roller Pro Ski/Snowboard Bags Ski and snowboard travel bags with wheels, Length-Adjustment System up to 200cm, and Rib-Cage Construction for protection. Available in 70L and 127L sizes.
• Snow Pro & Backcountry Backpacks Snowboard and ski backpacks with roll-top design, multiple compartments, avalanche-ready features, dual ice axe attachments, and front pockets for essential gear. Available in 20L, 25L, and 32L sizes.
• Snow Essential Ski/Snowboard Bags Minimalist and ultra-light (0.8kg) ski and snowboard bags for short trips and compact protection during transport.
• Surf Pro Coffin Bags Surfboard travel bags designed to protect surfboards during air travel. Available in multiple sizes for 3-4 boards.
• Skate Bags Skate travel bags and carriers including the Skate Carrier 32L and Skate Duffel 65L with skateboard attachment systems.
• Camera Backpacks Photography-focused backpacks with front-access openings, smart internal organization, and ergonomic padded straps for comfortable carry.
• Camera Inserts Padded, customizable camera inserts with laminated dividers for protecting camera bodies, lenses, and accessories inside compatible backpacks. Available in S, M, L, and XL sizes.
• Db Black Membership Exclusive membership program offering 10% off first purchase, free shipping, extended warranty and returns, exclusive event access, and special offers for frequent travelers.
• Lost & Found Resale Program Trade-in and resale program allowing customers to exchange used gear for credit towards new purchases, giving bags a second life and supporting a circular economy.

Quantifiable outcome

• Products made from recycled materials with 2-year warranty on bags
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Peak Design: Premium DTC travel and everyday-carry bag brand with strong crossover into photography and action sports. Highly comparable to Db Journey on premium positioning, modular product ecosystems, direct-to-consumer model, and photographer/action-sports customer overlap.
• Thule: Swedish outdoor and sports lifestyle brand with a major luggage, backpack, and sport-carrier product line. Closely comparable to Db Journey on Scandinavian design heritage, sports-equipment bags (ski/surf/bike), and premium active-traveler positioning.
• Away: Premium direct-to-consumer luggage brand known for hard-shell carry-ons and lifestyle travel marketing. Comparable to Db Journey on premium luggage DTC positioning, broad color and size assortments, and millennial/Gen Z traveler target customer.

Broad incumbents

• Rimowa: LVMH-owned ultra-premium hard-shell luggage brand with global luxury distribution. Highly relevant incumbent peer — and notable given Db's LVMH Luxury Ventures investor — competing in adjacent premium-luggage price tiers with much greater scale and brand recognition.
• Osprey: Established backpack and travel-bag brand with deep outdoor and adventure-travel credibility. Comparable to Db Journey on backpacks, travel packs, and outdoor/adventure customer overlap, with much broader product range and longer heritage.
• Samsonite: World's largest luggage brand spanning mass-market to premium hard-shell and soft-shell travel cases. Comparable to Db Journey across the luggage category, with much larger global retail and distribution reach but a less premium, less DTC-focused positioning.
• Fjällräven: Swedish heritage outdoor brand known for the Kånken backpack and travel/daypack lines. Comparable to Db Journey on Scandinavian heritage, premium backpack positioning, and lifestyle-meets-functional outdoor marketing.

Emerging players

• Cotopaxi: B-Corp certified outdoor and travel-gear brand built around sustainability, recycled materials, and adventure-travel positioning. Closely comparable to Db Journey on B-Corp status, sustainability-led marketing, and outdoor/adventure-travel product mix.
• July: Australian-born direct-to-consumer luggage brand selling premium hard-shell and soft-shell cases. Comparable to Db Journey on premium hard-shell luggage DTC positioning, regional storefront strategy, and millennial traveler target market.
• Aer: San Francisco-based premium bag and backpack brand with strong urban-commuter and gym-bag positioning. Comparable to Db Journey on premium direct-to-consumer bags, commuter/travel crossover SKUs, and tech-savvy brand marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/Dbjourney
• Facebookfacebook.com/Dbequipmentscandinavia
• LinkedInlinkedin.com/company/2430565
• Instagraminstagram.com/dbjourney
• TikToktiktok.com/@dbjourney
• Xx.com/dbjourney_

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Db Journey