DBS Story Telling

Jonas Øglænd was founded in 1868, and from the beginning traded in various goods. The bicycle-tale started in 1892 when Jonas Øglænd AS became an agent for the German Hengstenberg bicycles. The production of bicycles started in 1906 with a factory in Langgata in Sandnes. After a nationwide name contest, the brand DBS - Den Beste Sykkel - was born in 1932.

After World War II, DBS started exporting bicycles to Sweden, and later to Denmark, Finland, Germany and Holland. DBS is still one of Norway’s most recognized bicycle brands, and is distributed through leading bicycle and sport stores all over Norway.

DBS bicycles has, from the start, focused on quality and safety. With its origin being from the hostile climate of the southwest coast of Norway, the products have always been exposed to and endured extreme conditions. This has made DBS to be the most sold bicycle and is today recognized as a Norwegian quality bicycle. In recent years DBS has participated actively in developing Norwegian and Nordic bicycle sport both in Road Race as well as in the MTB and the BMX genre.

DBS is owned by Cycleurope which is a part of Grimaldi Industri. Cycleurope is a consolidation of several companies and consists of well-established local and strong bicycle brands.

In the beginning Cycleurope had a Scandinavian presence. Since then Cycleurope has evolved to be a global actor with its main market in Europe.

Cycleurope is a reliable partner for retailers, and helps people feel better by offering an opportunity to be more active in their daily life.

DBS Brand Statement

Vision

To be the bicycle brand of choice
We want DBS to be the spontaneous and natural brand of choice for those looking to buy a bicycle; the bicycle brand that is preferred and bought by the wider public.

Mission

To offer a healthier, environmentally friendly lifestyle
DBS offers a healthier, more environmentally friendly alternative means of transportation through its wide range of bicycles for varying needs.

DBS Brand Profile

Brand Essence

DBS is about functionality, quality and design
Functionality because a DBS bicycle is composed of parts with a purpose to be sought after and preferred, and also because it can be used in people’s everyday life.

Quality because DBS works, has good riding properties and lasts all your life.

Design because DBS is up-to-date and innovative.

Brand Slogan

"The Best Bicycle"

Visual Identity

DBS Visual Identity is the logotype and figure seen below.