What have we learned two months after opening a store?
In June, we opened a store in the heart of Stockholm. Our home market. In the time that has passed, we’ve learned a thing or two. To clarify, this isn’t our first rodeo. In our fourteen-year proverbial journey (get it?), we opened a store in Japan in Harajuku and hosted pop-ups all over the world, including in Oslo, Beijing at SKP, and in Hossegor with Wasted Talent. And we haven’t even started listing the in-store activations with retail partners like END., SEVENSTORE, and Flannels. But opening somewhere closer to home feels very special.
You might think that given global tensions, political instability, and dwindling consumer confidence, we're a bit mad to invest in retail, but it’s one of those things, like vinyl, magazines, and analogue cameras, that’s making a resurgence. An appreciation for something you can truly feel and experience. In an age where everything is online. Honest, open conversations with our customers supported this. People want a dedicated space to touch our products and find out what is right for them before parting with their money.
It wasn’t plain sailing to get the doors open, though. The turnaround was incredibly tight. The team had just over 10 days from collecting the keys to fitting it, stocking it, advertising it, and more. And that’s alongside everyone’s daily responsibilities. It was a monumental effort. But it speaks to the team's determination to get this over the line.
One thing about setting up a store is that it becomes more than just a place to display and sell luggage, bags, and accessories. It’s a physical manifestation of the Db universe. A community hub. Somewhere to welcome followers old and new. From the ones who have stuck by us since day 1, to those stumbling into the store for the first time.
Now, we have a place to call home, where we can host Creative Exchanges, display collaborations, screen films from friends and partners, host weekly run clubs (typically on Mondays), and launch products, as we did with our friends at Purple Mountain Observatory last week The possibilities are seemingly endless.
To get a boots-on-the-ground perspective, we connected with Store Manager and Events Coordinator, Gabriel Siljesten.
“One of the biggest things we've learned is how important a physical store is for introducing people to the brand. Every day, we meet customers who have never heard of DB before. Many of them come in simply because they walked past the store and got curious.”
“People share ideas, feedback, and the different ways they use our products. Many customers have thoughtful suggestions and perspectives that we genuinely listen to. Having those conversations in-store gives us valuable insights that are difficult to get through online interactions alone.”
“No two customers are the same. Some are photographers, some commute every day, some are travelling the world, and others are heading out on weekend adventures. They share stories about upcoming trips, daily commutes, ski seasons, and adventures around the world. Those conversations remind us that our products become part of people's experiences.”
Jonathan Weaver, Chief Marketing Officer, added:
“Opening a store is no small feat. But when you are surrounded by the right people who share the same vision and want to put in the hard graft, it makes it that bit easier. This is just the beginning, with another store due to open in an undisclosed city, in an undisclosed country, in the coming months. We’re excited for the next stage of the journey here at Db”.
Come find us:
Norrlandsgatan 12, 111 44 Stockholm
And follow along with the store’s operations:
