dbjourney.com
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Db Journey: From 'Douchebags' to $19M Powerhouse
How a Scandinavian gear brand turned controversy into a global travel empire
In 2009, two Norwegian snowboarders named their company 'Douchebags'—a bold middle finger to industry norms. Fifteen years later, rebranded as Db Journey, they've built a $19.2M revenue business with 381K monthly visitors, proving that authentic subculture beats polished corporate branding every time.
"They didn't hide from their controversial past—they engineered a brand evolution that kept their edge while scaling up."
The Subculture Strategy
Db Journey's 45% organic traffic isn't accidental—it's the result of deeply embedded community trust. With 51K+ backlinks and keywords like 'db journey' (6,240 monthly searches) and the legacy 'douchebags' term (26K monthly searches), they've built SEO moats through authentic content. Their blog guides like 'How to Pack a Snowboard Bag' aren't just content—they're utility-driven assets that convert enthusiasts into customers.
The Rebrand Playbook
The transition from 'Douchebags' to 'Db Journey' was masterful. They kept the DB moniker—preserving brand equity—while softening the edges for global expansion. Today, 'db' alone commands 862K monthly searches, dwarfing 'db journey.' This isn't just SEO dominance; it's cultural penetration. The brand exists in the vernacular of their audience, making them a lifestyle choice, not just a purchase.
With 106 employees and a lean tech stack (Swiper, Tailwind CSS, PWA), Db Journey operates like a digital-first startup despite being a hardware brand. Their social presence spans TikTok to LinkedIn, but the real story is their 43% direct traffic—people don't stumble on Db, they seek it out. That's brand power.
- Legacy SEO moat: 51K backlinks and 26K monthly searches for 'douchebags' show they own their controversy
- Community-driven content: Blog posts solve real problems for their sport-focused audience
- Multi-platform dominance: Active on TikTok, Instagram, YouTube, and LinkedIn—meeting users where they are
The Anti-Corporate Blueprint
Db Journey proves that in a world of polished brands, raw authenticity—when executed with precision—wins. Their $19M revenue isn't just sales; it's proof that subculture can scale without selling out.
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Award-winning Travel Backpacks & Luggage | Db Journey Norway
Db Journey makes award-winning travel gear—backpacks, luggage and sport bags—designed in Scandinavia for life on the move.
Award-winning Travel Backpacks & Luggage
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Reviews (20)
Great support!
We bought the Hugger backpack last year from a retail store in Amsterdam, after almost one year of use, the zippers were broken. I contacted with the main company, Db journey, just to mention that and ask if I had a warranty. They answered me right back and guide me with all the steps to claim my warranty. Long story short now I have already received a brand new backpack, so I have to share my wonderful experience with the brand and the client service. Thank you guys 🙏🏼 much appreciated your guidance and help. Keep doing great work!
Perfect customer service
Perfect customer service
Good customer service/warranty
I got a DB Journey backpack, the Ramverk 21L in Sand Grey. First of all I love the design. I have been using the backpack since the beginning of 2025 and I got some unusual wear. I contacted the warranty department on Friday, got a reply on Tuesday, in which I got a code for a replacement, which I received on Thursday. "Shit happens to the best of us."
Super nice people and very nice products.
Super nice people and very nice products. Love them!!
Arrived damaged
Overall good 30L bag, but arrived damaged with a big delay.
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About dbjourney.com
Db Journey makes award-winning travel gear—backpacks, luggage and sport bags—designed in Scandinavia for life on the move.
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Technology Stack
dbjourney.com uses 35 technologies across their website including Wistia, Font Awesome, Google Fonts, hCaptcha, HSTS, and more.
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hCaptcha, HSTS, reCAPTCHA
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Traffic & Audience
dbjourney.com receives approximately 381.5K monthly visitors and ranks #100,197 globally. The website has a bounce rate of 35% with visitors viewing an average of 4.8 pages per visit. Users spend an average of 2:25 on the site.
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