Scandinavian bag brand Db just removed the buy button from their website.
Oslo, 19 October 2020
Db is launching a new color collection of its best selling bags exclusively through local specialty shops.
Typically known for its sold-out-in-minutes social media launches and direct to consumer model, the brand has removed the buy button and replaced it with a map of retailers for the launch.
The collection, titled “brightside yellow”, features 6 of the brand’s fastest selling styles and is launched in partnership with the brand’s marquee athletes Marcus Klevelland and Jesper Tjader.
“This is really unusual for us,” says Db CMO Chris Booth, “but this year we felt it was time to do something different, because now more than ever we need to work together to support specialty retail.”
“People queue up online for our launches because they sell-out so fast, so we imagined what an online queue looks like to get into a physical store,” says Booth. “So far tens of thousands of people have signed up to get the Brightside Yellow collection, but we’ve only produced a few thousand units of it. So it will be interesting to see what happens.”
“That local shop is an important part of what makes our culture unique, and what makes our industry function. It’s been wonderful to see how well this initiative has been accepted by the global retail community. We need to do more of this.”
The brightside yellow collection is featured exclusively in 130 invited retailers across Europe, the USA and Asia, and launches October 20 at 11am CET.
About Db.
Db was founded in Norway in 2009 by freeski legend Jon Olsson and engineer Truls Brataas with the goal of redefining travel gear to enable better journeys. The company is a 4-time Gaselle award winner following its triple-digit growth and sustained profitability since the brand officially launched in 2012. Db is a multiple ISPO design award winner and Brataas is a recipient of the International Ernst & Young Entrepreneur of the year award. Db is independently owned and operated from its headquarters located in Oslo, Norway where the company employs 25 people.
Learn more about the brand here.
Contact for enquiries.
John-Olav Evans, Head of Sales
Chris Booth, CMO
For North American Enquiries.
Marty Carrigan, Global Sales Guys
+1.970.977.7779