Db Receives Minority Investment From Luxury Giants LVMH LLV: CMO Jonathan Weaver Explains

News broke last week that Scandi luggage brand Db had received a minority investment from LVMH’s Luxury Ventures Fund. The LVMH Group owns brands including Louis Vuitton and Dior, so we got in touch with Db CMO – and industry vet – Jonathan Weaver to talk about the reasons why. 

Tell us about LVMH’s Luxury Ventures Fund’s minority stake acquisition of Db.
Well to boost the growth and our global expansion plans Db are pleased to announce that 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 is the first-ever major funding round for Db, a company that has grown steadily since its founding in 2012.

Db CMO Jonathan Weaver

⁠We’ve spoken in recent years about the re-brand and Db maturing as a brand. What is it that interested LLV in Db?
The reaction we have had to our rebrand, product mix, marketing and distribution has been really well received by the market at large, not only LLV, of course now having their investment is a great seal of approval that what we are doing is right.

With our offering being in the premium space the ability to blend that with our close connection to the outdoor communities that’s been a great recipe for success the last years.

And vice versa – why is LVMH LLV the right partner to help take Db forward?
For us it’s the dream partner. They have tremendous brands within the LLV stable such as Aime Leon Dore who we are huge fans of from their product to marketing and of course, stores. Then when we look at the wider LVMH company within they have the market leader in luggage so we hope to be able to learn from their journey, whilst keeping our own unique path.

Which new markets is Db targeting in 2025?
In 2025 we want to continue to strengthen in Scandinavia whilst growing in Europe especially London, Amsterdam and also harnessing the demand we see in the US. Along with that Asia is especially interesting and also just opened our first store off Harajuku.

What would company founders Brataas & Olsson made of the investment by such an outfit as LMVH?
Truls is still working daily in the business and judging by his smile the last few weeks I would say he is very happy. It’s amazing to be able to help him fulfil his vision that he started 14 years ago with Jon.

What’s been driving the marketing side of the business?
We’ve been focused on growing our content franchises along with campaigns and partnerships that cut through. So things like Pack Heavy, Chase Light content series and Creative Exchange are great as the baseline for the brand. Then this year we launched our campaign “Summer Chaos” and then recently our Holiday Campaign “keep dreaming differently”. Along with that we also have great partnerships from industry focused with Beyond Medals to those broader including our SAS partnership, our first with an airline and recently we welcomed the Alpine F1 team as a new partner.

To what do you attribute the continual rise and rise of Db?
It’s likely three things :
Firstly the product. It’s unique, award winning and beautifully designed.

Second would be the people we have here. The desire to go above and beyond is amazing. If you have attended any of our creative exchange events or retail executions in person you will see we don’t use agencies, it’s mostly the in-house team who live and breath for the work. We are lucky that we retain that start up mentality considering our size.

Thirdly I would say the community at large from the stores who have believed in us from day 1, to ambassadors who support us to the people who show up to events is what makes the brand.

Will your BCorp status be effected or need to be reviewed as the company scales?
No it will stay the same, as with any B Corp we will re-certify in 2026 (with a higher score) and so it remains a central pillar in our growth journey.