Away
Away is a New York-based direct-to-consumer luggage and travel accessories brand selling hardshell and softside suitcases, bags, and accessories through its own e-commerce site and 17 retail stores across the US, UK, and Canada, serving modern individual and business travelers.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Away does
Away is a direct-to-consumer luggage and travel accessories brand founded in 2015 by Jen Rubio and Steph Korey, both former Warby Parker executives, and headquartered in New York. The company designs and sells hardshell and softside suitcases, travel bags, backpacks, and accessories built around polycarbonate shells, 360-degree spinner wheels, patented inner compression systems, and proprietary stabilizer technology, with a tiered range spanning $40 packing cubes through $645+ aluminum carry-ons. Away operates a hybrid distribution model in which over 90% of revenue flows through its owned e-commerce site (awaytravel.com), supplemented by 17 company-operated retail stores across the US, UK, and Canada offering repairs, monogramming, courier delivery, and call-and-collect services.
The business model is largely one-time hardware sales with bundling, free-shipping thresholds, and seasonal discount events of up to 25% used to lift average order value. Customer acquisition leans on community-driven marketing, influencer partnerships without cash compensation, refer-a-friend mechanics, and high-profile limited-edition collaborations (Disney/Pixar Toy Story 5, The White Lotus, WNBA's Sabrina Ionescu, Amtrak) rather than performance marketing. By 2024, Away was generating an estimated $350-400M in annual revenue at ~50-55% gross margins, holding an estimated 12% of the North American online luggage market and a reported 30% three-year repurchase rate under its LifetimeCare warranty. The company remains private, having raised approximately $181M in total venture funding against a peak valuation near $1.4-1.5B, and underwent a 25% workforce reduction in early 2024 with IPO plans put on hold.
Away firmographics
Firmographics- Name
- Away
- Legal name
- Away Travel
- Website
- https://awaytravel.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Away is a New York-based direct-to-consumer luggage and travel accessories brand selling hardshell and softside suitcases, bags, and accessories through its own e-commerce site and 17 retail stores across the US, UK, and Canada, serving modern individual and business travelers.
- Ownership category
- akta.pro rank
Away industry classification
Industry- Product category
- Travel Luggage and Accessories
- NAICS
- Luggage and Leather Goods Retailers (458320)
- akta.pro primary industry
- Leather Travel Goods & Luggage (CRAKAEAC)
- akta.pro secondary industries
- Backpacks & Travel Bags (CRAAAJAB), Backpacks, Bags & Load-Carriage Retail (CRAMAMAI)
Keywords
Where Away is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Away business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct Hardware Sales: One-time purchase of luggage, bags, and accessories through e-commerce and retail stores. Revenue generated from product sales at various price points from $40 accessories to $645+ aluminum suitcases.
- Product Bundling & Cross-Selling: Bundling complementary products such as packing cubes with luggage sets to increase average order value
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Carry-On Luggage ($233-$548) |
| Unit Pricing | Pay-as-you-go | Checked Luggage ($183-$478) |
| Unit Pricing | Pay-as-you-go | Travel Bags ($100-$278) |
| Unit Pricing | Pay-as-you-go | Accessories ($38-$193) |
| Unit Pricing | Pay-as-you-go | Amtrak Partnership Discounts |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Away product offering
Product offeringCore offering
Away designs, manufactures, and sells direct-to-consumer luggage, travel bags, and accessories through its e-commerce platform and 17 owned retail stores. The product portfolio centers on hardshell polycarbonate Carry-Ons and Bigger Carry-Ons, complemented by checked luggage, softside and aluminum collections, travel bags, backpacks, kids' luggage, and packing accessories. Away differentiates through proprietary design features such as a patented Inner Compression System, locking wheels, 360-degree spinner wheels, and a LifetimeCare warranty program.
Product overview
Away is a direct-to-consumer luggage and travel accessories brand offering a comprehensive portfolio of hardshell and softside suitcases, travel bags, backpacks, and accessories. The core product lineup centers on the Carry-On and Bigger Carry-On families (available in Classic/Polycarbonate, Flex/expandable, Topside with locking wheels, Aluminum, and Softside variants), complemented by checked luggage options (The Medium, The Large), personal items (The Everywhere Bag), and bags (Weekender, Overnight Bag, Commuter Backpack). The brand also offers kids' products, limited-edition collaborations (Disney/Pixar Toy Story 5, Willie Norris, Wedding Collection), and travel accessories including packing cubes and toiletry cases. All products share design consistency with 360° spinner wheels, compression systems, and personalization options. Away operates 17 retail stores across the US, UK, and Canada alongside its e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Away: Primary luggage and travel accessories brand offering hardshell, softside, aluminum, and specialty collections.
Products and services
- The Bigger Carry-On
Quantifiable outcome
- 30% three-year repurchase rate through warranty-driven loyalty
- +3 more outcomes
Companies that use Away
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Away technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Away partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, flagship and minor.
- AmtrakcorePart of Amtrak's broader effort to modernize rail operator's image and appeal to younger travelers. Complements Amtrak's 'NextGen Acela The Build' campaign and America250 wrap, positioning rail travel as premium alternative to flying.
- AmtrakcoreLong-term brand partnership making each company the other's official partner in train travel and luggage respectively. Collaboration introduces Away's new Topside Collection with train-specific features (built-in brake, top-lid opening). Amtrak Acela First Class customers receive exclusive early access and 15% off first Away purchase; Away customers get 10% off first Amtrak trip. Partnership runs through June 23, 2026.
- Disney/PixarflagshipDisney & Pixar's Toy Story 5 | Away Collection featuring character-inspired luggage including Woody, Jessie, Buzz Lightyear, and Galaxy Explorer themes. Products include Kids Carry-On, stadium bags, backpacks, and packing cubes with collectible luggage tags and CompressMore packing system.
- Sabrina IonescuflagshipMulti-year partnership with WNBA player and New York Liberty star Sabrina Ionescu. Includes limited-edition collection set for 2026 emphasizing quality and design inspired by her travel experiences, launched as her team began WNBA playoffs.
- The White LotusflagshipThailand-inspired collection in honor of The White Lotus Season 3, featuring products worthy of any ultra-luxe lobby for resort travel.
- Willie NorrisminorPride collection collaboration with designer Willie Norris featuring limited-edition 'My Baggage' collection. Away donated $10,000 to ACLU to support LGBTQ+ rights. Collection available at Williamsburg and West Hollywood locations.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Away competitors and assessment
Company assessmentDirect peers
- Monos: Monos is a premium direct-to-consumer luggage brand based in Vancouver, offering hardshell and softside suitcases, carry-ons, and travel bags at comparable price points to Away. It directly competes for the same digitally-engaged, design-conscious traveler and has been benchmarked head-to-head with Away in independent reviews (e.g., Good Housekeeping).
- July: July is an Australia-born DTC luggage brand offering carry-ons, checked bags, and travel accessories with a comparable design-forward, premium positioning. It targets the same modern frequent traveler segment and competes directly across price points overlapping with Away's Carry-On and Bigger Carry-On.
Broad incumbents
- Samsonite: Samsonite is the largest global luggage manufacturer and the traditional category leader against which Away explicitly positions itself. It offers a broad portfolio across price tiers and channels (department stores, travel retail, DTC) and serves as the primary incumbent benchmark for share, distribution, and brand awareness.
- Tumi: Tumi is a premium global luggage and business bag brand owned by Samsonite. It overlaps directly with Away's premium and business-traveler positioning (carry-ons, garment bags, backpacks) and competes for the same professional, frequent-traveler customer at higher price points.
- Rimowa: Rimowa is a heritage German luxury luggage brand known for grooved aluminum suitcases. It overlaps with Away's Aluminum Collection and premium segment and competes for design-conscious luxury travelers globally.
- Delsey: Delsey is a long-established French luggage brand offering hardshell and softside suitcases across mid-market price points. It competes for the same mainstream carry-on and checked bag shopper that Away targets, particularly through department-store and online channels.
- Briggs & Riley: Briggs & Riley is a US-based premium luggage brand known for its lifetime guarantee and business-traveler focus. It overlaps with Away's lifetime warranty positioning and competes for the same frequent-flyer and business-traveler use cases.
Emerging players
- Horizn Studios: Horizn Studios is a Berlin-based DTC luggage startup offering smart-luggage features and premium design. It targets a similar design-conscious urban professional and represents one of several emerging DTC entrants nibbling at Away's market.
- Paravel: Paravel is a sustainable DTC luggage and travel accessories brand using recycled materials. It targets the same modern, values-driven traveler persona as Away but differentiates on sustainability rather than design-led features.
- Troubadour: Troubadour is a UK-based premium travel and leather goods DTC brand offering carry-ons, backpacks, and weekenders. It competes for a similar design-conscious European traveler and overlaps with Away's bag category rather than its core hardshell line.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Away social profiles
Digital presenceAway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Away leadership team
Management profileNumber of profiles
Profiles9 records
Away funding detail
Funding detailFunding overview
Funding rounds6 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Away M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Away
What does Away do?
Away designs, manufactures, and sells direct-to-consumer luggage, travel bags, and accessories through its e-commerce platform and 17 owned retail stores. The product portfolio centers on hardshell polycarbonate Carry-Ons and Bigger Carry-Ons, complemented by checked luggage, softside and aluminum collections, travel bags, backpacks, kids' luggage, and packing accessories. Away differentiates through proprietary design features such as a patented Inner Compression System, locking wheels, 360-degree spinner wheels, and a LifetimeCare warranty program.
Is Away a public or private company?
Away is a private company. It is classified as venture growth investor backed and is currently operating.
When was Away founded?
Away was founded in 2015. It employs 251 to 500 people.
Where is Away based?
Away is headquartered in New York, United States, in the North America region.
How does Away make money?
Two revenue lines are on record. Direct Hardware Sales are the primary driver. The others are product Bundling & Cross-Selling.
Who are Away's main competitors?
Direct peers on record are Monos and July. Broad incumbents are Samsonite, Tumi, Rimowa, Delsey and Briggs & Riley. Emerging players are Horizn Studios, Paravel and Troubadour.
Does Away have an API?
No public API is recorded for Away.
What industry is Away in?
Away's product category is Travel Luggage and Accessories. Its primary akta.pro industry code is CRAKAEAC, Leather Travel Goods & Luggage, with a secondary code of CRAAAJAB, Backpacks & Travel Bags. Its NAICS code is 458320.