Away

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.

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

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

• Direct-to-consumer luggage
• Travel accessories
• Hardshell suitcases
• Carry-on bags
• Travel bags

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. 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.
2. Product Bundling & Cross-Selling: Bundling complementary products such as packing cubes with luggage sets to increase average order value

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• AmtrakcoreGTM or Marketing Partner · 11 May 2026Part 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.
• AmtrakcoreStrategic or Co-development Partner · 7 May 2026Long-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/PixarflagshipStrategic or Co-development Partner · 1 January 2026Disney & 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 IonescuflagshipGTM or Marketing Partner · 15 September 2025Multi-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 LotusflagshipStrategic or Co-development Partner · 24 February 2025Thailand-inspired collection in honor of The White Lotus Season 3, featuring products worthy of any ultra-luxe lobby for resort travel.
• Willie NorrisminorGTM or Marketing Partner · 1 January 2024Pride 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

Direct 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

• Xx.com/away
• Facebookfacebook.com/awayluggage
• LinkedInlinkedin.com/company/away

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds6 records

Investors14 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Away