Away – Smart Luggage for Modern Travelers

Founded in 2015, Away is a New York-based direct-to-consumer startup that designs and sells high-quality, thoughtfully engineered travel luggage. Known for sleek aesthetics, durable construction, and integrated tech features like built-in USB chargers, Away has redefined the way people think about travel gear.

Away’s mission is to create luggage that combines style, functionality, and innovation, making travel seamless and enjoyable for modern consumers. The brand has grown from a small startup to an international lifestyle company.

Founding Story

Away was founded by Steph Korey and Jen Rubio, two former Warby Parker executives with experience in direct-to-consumer retail. Frustrated by traditional luggage that was either cheap and fragile or expensive and uninspired, they saw an opportunity to design a product that travelers would genuinely love.

Starting with a single suitcase, they personally oversaw design, manufacturing, and marketing. Korey and Rubio focused on a minimalist aesthetic and innovative features, emphasizing quality materials and customer experience. Their vision was to make luggage that travelers not only needed but wanted to own.

Funding and Growth Milestones

Away’s growth has been propelled by strategic funding and brand-building:

• 2015: Launched first product with $2 million in seed funding, primarily through personal networks and angel investors.
• 2016: Raised $10 million in Series A funding, enabling expansion of product line and direct-to-consumer marketing campaigns.
• 2017: Opened first physical retail stores in New York and Los Angeles, blending e-commerce with experiential retail.
• 2018: Series B funding of $50 million, allowing international expansion and development of additional travel accessories.
• 2019: Achieved $150 million in revenue, establishing Away as a leading premium luggage brand in North America.
• 2020: Expanded to Europe and Asia, with over 200,000 suitcases sold globally.

Away has demonstrated the power of combining design, tech, and direct-to-consumer strategy in a traditional product category.

Business Model and Technology

Away leverages a direct-to-consumer approach and product innovation:

• Product Innovation: Lightweight polycarbonate shells, built-in USB chargers, and thoughtfully organized interiors.
• B2C Model: Sells primarily online, with physical retail stores offering immersive brand experiences.
• Revenue Streams: Luggage sales, travel accessories, and limited-edition collaborations.
• Customer Engagement: Personalized marketing, social media storytelling, and a strong brand community.

By prioritizing design, quality, and direct engagement, Away disrupted the traditional luggage industry.

Market Impact

Away has changed how consumers approach travel and luggage:

• Consumer Awareness: Elevated luggage from a utilitarian item to a lifestyle statement.
• Brand Loyalty: Built a passionate customer base through social media and experiential retail.
• Global Reach: Products sold in the U.S., Europe, and Asia, with a growing international presence.
• Industry Influence: Inspired competitors to integrate design and tech into luggage products.

Away demonstrates how D2C startups can disrupt traditional industries through innovation and branding.

Challenges and Controversies

Away has faced challenges typical of fast-growing consumer startups:

• Leadership Issues: Early internal conflicts led to leadership restructuring, including Korey stepping down as CEO in 2020.
• Scaling Production: Balancing rapid growth with quality control, especially during global shipping disruptions.
• Market Competition: Traditional luggage brands and new D2C entrants increasing competitive pressure.

The company has addressed these challenges through professionalizing operations, expanding the executive team, and maintaining strong customer-focused innovation.

Future Outlook

Away continues to evolve and expand globally:

• New Products: Expanding into travel accessories, luggage sets, and sustainable product lines.
• Global Expansion: Strengthening presence in Europe, Asia, and emerging travel markets.
• Sustainability Initiatives: Integrating eco-friendly materials and carbon-offset shipping options.
• Digital Experiences: Enhancing customer engagement through AR/VR travel experiences and personalized digital services.

Away shows how combining design, tech, and consumer insights can redefine traditional industries.

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From a small startup in New York to a global lifestyle brand, Away illustrates the power of entrepreneurial vision and product innovation. Steph Korey and Jen Rubio transformed luggage from a functional commodity into a stylish, tech-enabled, direct-to-consumer experience. Their story demonstrates how design, strategy, and relentless focus on customer experience can disrupt even the most traditional markets and build a lasting global brand.

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