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dbjourney.com
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dbjourney.com

35 technologies
VerifiedVisit381.5K/mo$19M10635 Tech25 Leads
Deep Dive

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.

381K
monthly visits
#100K
global rank
45%
organic traffic
51K+
backlinks

"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
They don't chase mass-market appeal
They build for athletes and travelers who value function over fashion
They don't hide their Scandinavian roots
They leverage cultural authenticity as a growth engine
They don't rely on paid ads (only 45% organic)
They convert direct traffic at scale—proving brand loyalty

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.

What tech stack does Dbjourney use?

49 detected
Video1
Programming Languages1
CDN1
Email Marketing1
Customer Support1
Reviews1
E-commerce & Payments3
Personalization1
Web Standards2
UI Libraries2
JavaScript Libraries1
Tracking & Analytics14
G
Google Analytics
G
Google Tag Manager
H
Heap
M
Microsoft Ads (Bing)
C
Cloudflare
T
Tracking Service
G
Google Tag Manager
A
Analytics Service
G
Google DoubleClick
Z
Zendesk
G
Google APIs
A
Amazon CloudFront
G
Google AdSense
G
Google Analytics

How much traffic does Dbjourney get?

Traffic & Engagement

266.5K
Monthly Visits
-48.5%
4.9
Pages/Visit
5:07
Avg. Duration
41%
Bounce Rate
Monthly Traffic Trend+14%
234.3K
Oct 2025
Oct
517.0K
Nov 2025
Nov
266.5K
Dec 2025
Dec

Rankings

#144,461
Global Rank
#6,768
Sweden Rank
Retail
Category

Backlinks & Authority

51.5K
Backlinks
3.6K
Ref. Domains
44
Authority Score
Low
Penalty Risk
Backlinks Trend+56%
32.9K
Jul 2025
Jul
30.8K
Aug 2025
Aug
55.3K
Sep 2025
Sep
54.2K
Oct 2025
Oct
53.1K
Nov 2025
Nov
51.5K
Dec 2025
Dec

Search Traffic

Organic
109.9K
Paid
4.9K

Top Organic Keywords

#1db
18,100 vol43.0%
#1douchebag
8,100 vol19.3%
#2douchebags
12,100 vol8.0%
#2douche bag
6,600 vol4.3%
#1db väska
1,300 vol3.1%

Where is Dbjourney's audience located?

🇸🇪Sweden18.5%
🇺🇸United States18.2%
🇬🇧United Kingdom17.7%
🇳🇴Norway10.5%
🇧🇪Belgium4.7%

Device Distribution

Desktop40.3%
Mobile59.7%

What keywords does Dbjourney rank for?

5 keywords
1db862.4K vol$0.44
2db journey6.2K vol$0.61
3douchebag26.1K vol$0.74
4douchebags5.7K vol$0.90
5db bags3.8K vol$1.61

How is Dbjourney's SEO?

Open Graph Image

OG Image preview
og:image

https://cdn.shopify.com/s/files/1/0602/5078/3937/files/Top_brand_images_2024_77.jpg?v=1754400312

Meta Tags

title60 chars

Award-winning Travel Backpacks & Luggage | Db Journey Norway

description122 chars

Db Journey makes award-winning travel gear—backpacks, luggage and sport bags—designed in Scandinavia for life on the move.

og:title

Award-winning Travel Backpacks & Luggage

languageEN

H1 Tags

h1Db
h1Activities
h1Privacy Settings

Schema Types

OrganizationWebSite

Who works at Dbjourney?

Loading leads...

What do customers think of Dbjourney?

Db

Db

2.2
103 reviews
✓ Claimed

Activity & Engagement

Reply Rate
0%
Avg. Reply Time
0.0 days
Claimed Date
1/25/2021

Contact Information

Address:
Mølleparken 2
OSLO, NO

Reviews (20)

Filter by rating:
Sofia Matzorou
5/15/2025
🇬🇷 Greece6 reviewsOrganicUnverified
Experience date: 5/14/2025
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!

Collin Dam
3/17/2025
🇳🇱 Netherlands1 reviewsOrganicUnverified
Experience date: 3/17/2025
Perfect customer service

Perfect customer service

Max
3/4/2025
🇳🇱 Netherlands1 reviewsOrganicUnverified
Experience date: 2/27/2025
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."

Benedicte
8/27/2024
🇳🇴 Norway1 reviewsOrganicUnverified
Experience date: 8/27/2024
Super nice people and very nice products.

Super nice people and very nice products. Love them!!

J. MartinezVerified
10/16/2024
🇸🇪 Sweden10 reviewsOrganicUnverified
Experience date: 9/1/2024
Arrived damaged

Overall good 30L bag, but arrived damaged with a big delay.

Frequently Asked Questions about Dbjourney

What is Dbjourney's Revenue?
Dbjourney generates approximately $19M in annual revenue. With 106 employees, that's $181,132 per employee.
What does Dbjourney do?
Db Journey makes award-winning travel gear—backpacks, luggage and sport bags—designed in Scandinavia for life on the move.
How fast is Dbjourney growing?
Dbjourney has declined by 48.5% in the last 6 months according to traffic data. employee count has changed by 22% year over year.
How do people interact with Dbjourney?
When visiting Dbjourney, visitors view an average of 4.9 pages per visit, and spend around 5:07 on the site, and the bounce rate is 41.0%.
How do people find Dbjourney?
151.7K people (57%) visit Dbjourney directly. 109.9K (41%) find them through organic search. 4.9K (2%) come through paid advertising.
Who uses Dbjourney?
Dbjourney's top market is Sweden with 49.4K visitors (18.5%). United States is 2nd with 48.4K (18.2%). United Kingdom is 3rd with 47.2K (17.7%).
What technologies does Dbjourney use?
Dbjourney uses 35 technologies across their website including Video, Fonts, Security. Key technologies include Wistia, Font Awesome, Google Fonts, hCaptcha, HSTS.
Who are Dbjourney's competitors?
Dbjourney's main competitors include Dbjourney, Studentlekene Bergen Challenge, Toppdommerforeningen, Ski-VM Trondheim 2025, Vålerenga Fotball Elite. These companies operate in similar markets and compete for the same customer base.
What do customers think of Dbjourney?
Dbjourney has a Trustpilot score of 2.2 out of 5 (2 stars) based on 103 customer reviews.

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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.

Company Overview

dbjourney.com
Website
lifestyle
Industry
#100,197
Global Rank
381.5K
Monthly Visitors
35
Technologies
25+
Employees

Contact dbjourney.com

Technology Stack

dbjourney.com uses 35 technologies across their website including Wistia, Font Awesome, Google Fonts, hCaptcha, HSTS, and more.

Video

Wistia

Fonts

Font Awesome, Google Fonts

Security

hCaptcha, HSTS, reCAPTCHA

Programming Languages

PHP

CMS

Framer

CDN

unpkg

Traffic & Audience

381.5K
Monthly Visits
35%
Bounce Rate
4.8
Pages/Visit
2:25
Avg. Duration

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.

The majority of dbjourney.com's traffic comes from undefined, undefined, .

Frequently Asked Questions

What is dbjourney.com?
Db Journey makes award-winning travel gear—backpacks, luggage and sport bags—designed in Scandinavia for life on the move.
What technologies does dbjourney.com use?
dbjourney.com uses 35 technologies including Wistia, Font Awesome, Google Fonts, and 29 more. View the full tech stack analysis above.
How do I contact dbjourney.com?
You can contact dbjourney.com via email at [email protected] or through their contact page.
What are dbjourney.com's social media accounts?
dbjourney.com is active on tiktok, youtube, facebook, linkedin, instagram. You can find links to all their social media profiles in the social section above.
Is dbjourney.com hiring?
Check dbjourney.com's careers page for current job openings and opportunities. The company has 25+ known employees.
How popular is dbjourney.com?
dbjourney.com receives approximately 381.5K monthly visitors and ranks #100,197 globally. Traffic is declining by 2.3% month-over-month.

Related Searches

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This page provides publicly available information about dbjourney.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit dbjourney.com directly at https://dbjourney.com.