Retraced, a digital platform for supply chain transparency and compliance, has entered a strategic partnership with Db Journey as the Scandinavian luggage label braces for Europe’s digital product passport era.
By incorporating the former’s deep-supply-chain data into the latter’s supplier network, the collaboration prepares Db for looming regulatory compliance—namely, the DPP—as the Norwegian luggage label gains international momentum.
“Db is taking a strategic approach to transparency: it will definitely help them meet compliance requirements, but it will also enable better decisions across their value chain,” said Lukas Puender, CEO of Retraced. “This partnership reflects our shared focus on strong supplier relationships, structured data management and using traceability as a lever for lasting improvements.”
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In the same vein, Db’s goal is to foster an “even better collaboration” with its suppliers, according to corporate social responsibility (CSR) and material manager Eva Ehrlicher, while proportionately “laying the foundation” for scalable, responsible growth.
Launching with nearly 100 direct “and the same amount of Tier 2 partners,” Db will use the Retraced platform to establish a centralized system for supplier onboarding, compliance management and multi-tier traceability—tracking verified risk indicators to build out a real-time understanding of its supply chain while “profiting from creative synergies across tiers.”
The onboarding coverage will encompass 100 percent of Db’s Tier 1 suppliers—and at least 70 percent of its Tier 2 suppliers—to Retraced with verified contacts and facility profiles, the Düsseldorf-based vendor management tool said. Risk and compliance will cover complete baseline due diligence assessments and close priority corrective actions. On the traceability front, the partners will map materials and processes to Tier 2 for Db’s top product lines, targeting at least 80 percent BOM coverage. Pilot DPPs will debut on the Hugger, Db’s bestselling backpack product range, aligning data models to ESPR requirements.
“Retraced gives us the transparency and data structure we need to comply and to act,” Ehrlicher added. “We’re starting with risk and compliance, but our long-term aim is to integrate these insights into product development and sourcing strategies across the board.”
Last December, LVMH Luxury Ventures Fund Advisors (LLVA) backed the Oslo-based and beloved backpack brand during Db’s first major funding round.
The minority stake—specifically from LVMH Luxury Venture Funds I (LLV), an investment fund sponsored by the LVMH Group investing minority stakes in companies in the luxury sector—marked the maison’s corporate venture capital arm’s second investment in a Scandinavian label and the first B Corp-boasting-brand in its portfolio.
“Receiving backing from LLV is a huge milestone for us,” CEO Richard Collier said at the time. “While Db will stay authentic to its core communities in snow, surf and skate, LLV’s global perspective, credibility and strategic knowledge makes this a perfect fit for our vision of what the brand can become.”
Db is something of a “reference in the bags and luggage sector,” according to LLVA, known for combining “distinctive designs” with quality and functionality for products geared toward a “close community,” comprising outdoor enthusiasts and athletes as well as creatives and “passionate travelers” alike, all with whom the brand “entertains deep ties.”
“Db has a strong position in Scandinavia with an untapped growth potential in the rest of the world,” Julie Bercovy, CEO of the French simplified joint-stock company, said at the time. “We are confident that it will also become a global brand thanks to the expertise and full-hearted dedication of Truls, Richard and their team.”
