"If you have a significant other, double the price tag on this thing because there’s no way you’re getting just one." Photo by Db

The Largest Luxury Brand In The World Just Invested In Boardbags

And one clever South African is getting a paycheck.

hardware // Dec 5, 2024

Words by Holden Trnka

Reading Time: 3 minutes

It’s no secret that, here at Stab, we appreciate the disruptive designs of Scandinavia’s Db. Founded in 2012 by entrepreneur Truls Brataas and free-skier Jon Olsson, the company now has a surf team which ranges between Jordy Smith, Kaito Ohashi, Frankie Harrer, Pacha Light and Craig Anderson.

We’ve published stories about how their boardbags will change your life, silence eshays, and potentially turn you on.

“I picked up a Db coffin a few months ago and agree on all fronts,” wrote long time commenter Arizona Surf Champion. “It’s life changing. Never going back.”

Db has done a remarkable job of putting their board bags in the right places — Steph Gilmore’s Instagram feed, Stab giveaways — and letting their quality speak for itself.

Today, the brand and its owners have just announced a minority investment from LVMH Luxury Ventures Fund (“LLV”) — an investment fund sponsored by the same people who own Louis Vuitton, Dior, Fendi, Givenchy, Sephora, TAG Heuer and more.

It protects boards, glides through the airport like Leif Erikson’s long ship heading towards Newfoundland on an uncharacteristically calm day in the Atlantic, and looks great.
-Brendan Buckley, Editor at Large

Because he was the only surfer to wisely purchase shares of Db in their early surf days, Jordy Smith will reportedly have the opportunity for a healthy payout — or he can hold and hope LVMH pumps the numbers up.

Interestingly, Jordy became involved organically as he was intrigued by the backpacks, which eventually led to him assisting with the designing of the boardbags. In turn he decided to invest, as well as being an ambassador.

Excuse the obvious plug here, but that’s how Jordy gets paid.

In the midst of an undeniable industry overhaul, it’s refreshing to see optimism in the future of quality surf brands, and paychecks in the bank of core surfers.

“One thing I’ve learned in 20 years travelling is that the world has gotten smaller. There seem to be fewer differences in the places I travel to when I started. Countries seem more standardised, be it the food, the fashion, or the chains of stores that are everywhere. That’s a little bit sad, but it does have one benefit; it means you must be more adventurous to find authenticity or the unique aspects of the places you are in.” — Jordy Smith.

Per Db:

In order to boost its growth and global expansion plans, the premium Scandinavian luggage and backpack brand Db has announced a minority investment from LVMH Luxury Ventures Fund I (“LLV”) – its first investment in Norway, and second in the Scandinavian region, after Our Legacy. This transaction marks a significant milestone for Db, infusing the brand with unparalleled expertise from the luxury industry.

“Receiving backing from LLV is a huge milestone for us” says CEO Richard Collier. “While Db will stay authentic to its core communities in snow, surf and skate, LLV’s global perspective, credibility and strategic knowledge makes this a perfect fit for our vision of what the brand can become”.

“Db is a reference in the bags and luggage sector, combining truly distinctive designs, high-quality and functionality, and geared towards a close community of outdoor enthusiasts, athletes, creative people and passionate travelers, with whom the brand entertains deep ties. Db has a strong position in Scandinavia with an untapped growth potential in the rest of the world. We are confident that it will also become a global brand thanks to the expertise and full-hearted dedication of Truls, Richard and their team” says Julie Bercovy, CEO, LVMH Luxury Ventures Advisors.