The Premium Bag Brand that Haaland Invested was Backed by LVMH Venture Fund
In the first round of the knockout stage of the 2026 World Cup in the US, Canada, and Mexico, Norwegian striker Erling Haaland scored a decisive goal, leading Norway to a 2-1 victory over Côte d'Ivoire and returning to the World Cup round of 16 after 28 years. With his exceptional skills and humorous personal style, Haaland is undoubtedly one of the most "viral" stars of this World Cup.
Above: Haaland wearing a Viking helmet hat after Norway advanced to the round of 16
Off the field, Haaland is also quite active in personal investments, not only in real estate, oil fields, shipping, biopharmaceuticals, but also in many "interesting investments"—such as the hair tie company Bon Dep he wears every game (in the photo above, it's on his wrist), as well as Norway Chess, a Norwegian chess tournament organizer.
Haaland's most "high-end" investment case is undoubtedly the premium Norwegian luggage brand Db Journey: The luggage accompanying the entire Norwegian team to the World Cup in the US, Canada, and Mexico is Db Journey. Haaland invested in the company in 2025 and serves as brand ambassador.
The founding of Db Journey dates back to 2009, when Norwegian mechanical engineering student Truls Brataas and Swedish freestyle skiing legend Jon Olsson met while surfing in Hoddevik, Norway. Dissatisfied with the existing sports equipment luggage and bags on the market, Truls handmade prototypes in his dormitory, developing adjustable-length, foldable, lightweight, and sturdy ski bags.
In 2012, the brand was officially established. In its early days, Db Journey focused mainly on sports bags, gaining fame with its patented Length Compression System, attracting Jon Olsson's fans and support from many Nordic skiers, surfers, skateboarders, and adventure athletes.
In 2022, Db Journey entered the hard-shell luggage market on a large scale for the first time, launching the Ramverk Pro series, emphasizing aluminum frame protection and modular design. The entire suitcase consists of 369 custom parts, almost all of which can be individually repaired or replaced, truly realizing the concept of a lifetime of use.
In May of this year, the brand upgraded this luggage again, launching the world's first all-aluminum version, the Ramverk™ Alu, further enhancing repairability and protection.
Db Journey's luggage comes in three sizes: carry-on, medium, and large. Depending on the size, the Ramverk Pro series is priced at $749–$999, and the Ramverk™ Alu is priced at $999–$1,199.
Above: Haaland in an advertisement for the Ramverk™ Alu
Db Journey initially developed mainly through its own revenue. Its first major financing occurred in December 2024, receiving a minority investment from LVMH Luxury Ventures (LLV), the venture capital fund of French luxury giant LVMH. According to VOGUE, LLV acquired a 12% stake, with a post-investment valuation close to $100 million. Db Journey also became the second Nordic project invested in by this fund.
In June 2025, Haaland and Gustav Magnar Witzøe, a member of the second generation of the Norwegian salmon farming giant Salmar family, invested in Db Journey as strategic partners and acquired a minority stake, but the specific investment amount was not disclosed.
Above from left to right: Db Journey CEO Richard Collier, Gustav Magnar Witzøe, Erling Braut Haaland, brand founder Truls Brataas
Haaland said in a statement: "I am fascinated by how Db combines functionality with clean Scandinavian aesthetics. This is a product category I personally love, and I believe it has very strong commercial potential in the broader international market, especially with its luggage line." Before investing in the brand, Haaland had been photographed multiple times using Db Journey's Ramverk Pro luggage.
As an investor and brand ambassador, Haaland is very actively involved in Db Journey's promotional campaigns. On the eve of the World Cup, he shot a new holiday-themed advertisement for the Ramverk Pro.
| Sources: Db Journey official website; VOGUE; Hypebeast
| Image sources: Db Journey official website; Haaland's personal Instagram; brand official Instagram