Away Suitcase: A Comprehensive Look at the Modern Travel Companion
short getaways or long vacations, having the right luggage is essential for a seamless experience. Enter the Away suitcase, a product that has redefined the luggage market by combining style, functionality, and convenience. Founded in 2015 by two former Warby Parker executives, Away has quickly become a leading name in the travel industry, catering to the needs of the modern traveler.
In this article, we will explore the history of Away, the features of its suitcases, its impact on the travel industry, and why it has become a must-have for travelers around the globe.
1. The Birth of Away: A Modern Luggage Brand
Away was founded by Steph Korey and Jen Rubio with the vision to create a perfect suitcase that combined durability, sleek design, and affordability. The idea for the company came when Rubio’s suitcase broke during a trip, and she couldn’t find a high-quality replacement that didn’t cost a fortune. This pain point led to a broader realization: the luggage industry was stagnant, and there was a gap in the market for stylish, functional, and affordable luggage.
The two co-founders set out to design a suitcase that met the needs of modern travelers. They interviewed hundreds of people about their travel habits, frustrations, and desires for a perfect suitcase. Armed with this feedback, they designed what would become the signature Away carry-on, featuring a minimalist aesthetic, thoughtful functionality, and innovative materials.
2. Key Features of the Away Suitcase
Away’s luggage line stands out for several reasons. Here’s an in-depth look at what makes the Away suitcase a top choice for travelers:
a) Durable Design
One of the primary concerns for travelers is durability, as luggage undergoes a lot of wear and tear. Away suitcases are made from high-quality polycarbonate shells, which are lightweight yet incredibly tough. Polycarbonate is known for its ability to withstand impact without cracking, making it ideal for handling the rough treatment often associated with airports and luggage transport. Away has also introduced aluminum versions for travelers who prefer a more premium and heavy-duty option.
b) Thoughtful Organization
Away suitcases come with multiple compartments to help keep your items organized during travel. The main compartment has two sections: one for clothes and another for shoes, toiletries, and other items. Inside, you’ll also find a laundry bag, a feature many travelers appreciate for separating dirty clothes from clean ones.
The compression system in Away suitcases allows travelers to pack more by squishing down clothes, creating more space without wrinkling them. This is a game-changer for people who tend to overpack or want to avoid checking bags for short trips.
c) Built-In USB Charger
Perhaps one of Away’s most talked-about features is the built-in USB charger. The charger is removable and allows travelers to charge their devices on the go, solving the problem of dead batteries in airports, trains, or while commuting. While recent airline regulations have required passengers to remove the battery before checking their luggage, Away has designed the charger to be easily removable, making it convenient for both carry-on and checked luggage.
d) Sleek Aesthetic
Away’s design philosophy focuses on simplicity and elegance. The luggage comes in a variety of colors, with a matte finish that exudes sophistication. The clean lines and minimalist design are appealing to travelers who prefer a modern, understated look. Additionally, Away offers personalized monogramming on its suitcases, adding a personal touch for those who want their luggage to stand out.
e) Expandable Options
While Away started with hard-shell suitcases, it has since expanded its line to include expandable luggage. This soft-sided option provides more flexibility for travelers who need a little extra space, especially for longer trips or when they plan on bringing back souvenirs.
f) Smooth Rolling Wheels
Away suitcases are equipped with 360-degree spinner wheels that glide effortlessly over different surfaces. This feature is essential for travelers who need to navigate through crowded airports, city streets, or hotel lobbies with ease. The wheels are designed to handle uneven terrain, ensuring that the suitcase remains steady and easy to maneuver.
3. The Impact of Away on the Travel Industry
Since its launch, Away has disrupted the traditional luggage market by focusing on direct-to-consumer sales and providing a high-quality product at a lower price than established luxury brands. The company’s business model, which skips retail middlemen, allows it to offer premium features at a more accessible price point. This approach has resonated with a generation of consumers who value both functionality and style.
a) Digital-Native Strategy
Away’s marketing strategy has been rooted in social media and influencer partnerships. From the beginning, the company focused on creating a strong online presence, using platforms like Instagram to showcase its aesthetically pleasing suitcases and build a loyal community of followers. Influencers, bloggers, and even celebrities have been seen touting Away luggage, further boosting the brand’s popularity.
By tapping into the millennial and Gen Z audiences through social media and word-of-mouth, Away quickly gained a cult following. The brand has also expanded its marketing efforts through branded content, including its own travel magazine, Here, and various digital campaigns that emphasize the experiences travelers have with their Away suitcases, rather than just the product itself.
b) Affordable Luxury
Away’s pricing strategy has also been a key factor in its success. The company offers a premium product without the hefty price tag associated with traditional luxury brands. While other high-end suitcases can cost upwards of $1,000, Away suitcases start at around $225 for the carry-on and go up to about $475 for the largest checked luggage. This affordability, combined with quality and design, has attracted a wide range of travelers, from budget-conscious consumers to luxury travelers.
c) Sustainability Efforts
In an age where sustainability is becoming increasingly important, Away has taken steps to reduce its environmental footprint. The company has introduced recycled materials in its packaging and some of its products, as well as a repair program that extends the life of its suitcases. This is a significant move, as the travel industry, including luggage, has been criticized for contributing to waste and environmental degradation.
By offering a product that is durable and designed to last, Away encourages travelers to invest in fewer, higher-quality items, reducing the need for frequent replacements. The brand has also partnered with environmental organizations and donated proceeds to support various causes, further cementing its commitment to sustainability.
4. Away’s Product Line: More Than Just Suitcases
While the Away carry-on remains the brand’s flagship product, the company has expanded its product line to include a range of travel essentials. These include:
a) Travel Backpacks and Bags
Away offers a selection of backpacks, duffels, and tote bags that complement its suitcases. These bags are designed with the same attention to detail and functionality, making them perfect for day trips, business travel, or weekend getaways. Many of the bags are designed to fit seamlessly on top of the Away suitcase, allowing for easy transport.
b) Packing Cubes
Packing cubes are another popular product in Away’s lineup. These lightweight, zippered organizers help travelers maximize space and stay organized by keeping clothes, accessories, and toiletries separated and easy to access.
c) Travel Accessories
In addition to luggage and bags, Away also offers various travel accessories, such as passport holders, luggage tags, and sleep masks. These accessories are designed with the same minimalist aesthetic and attention to detail as the suitcases, adding a touch of luxury to the travel experience.
d) Pet Carrier
For pet lovers, Away has introduced a pet carrier that matches its luggage collection. Designed for small pets, the carrier is comfortable, stylish, and airline-approved, making it a convenient choice for travelers who bring their furry friends along on trips.
5. Why Travelers Love Away
Away has become a favorite among travelers for several reasons. Here’s why so many people swear by their Away luggage:
a) Lifetime Warranty
One of the biggest selling points of Away luggage is its lifetime warranty. The company promises to fix or replace any suitcase that breaks or is damaged, no matter how long you’ve owned it. This guarantee gives travelers peace of mind, knowing that their investment is protected.
b) Excellent Customer Service
Away is known for its exceptional customer service. From answering questions about products to handling returns or repairs, the company prioritizes customer satisfaction. Many travelers have shared positive experiences about how Away went above and beyond to resolve issues, further boosting its reputation.
c) Customization Options
Away offers customization options, allowing travelers to add monograms or unique colors to their suitcases. This personal touch makes it easy to spot your luggage on the conveyor belt and adds an element of exclusivity to your travel gear.
d) Flexibility and Versatility
Away suitcases are versatile enough for both short weekend trips and long vacations. With options for both carry-on and checked luggage, travelers can choose the size that best suits their needs. The lightweight yet durable design means that even fully packed suitcases remain easy to carry and maneuver.
6. Conclusion: The Future of Away
Since its inception, Away has revolutionized the way we think about luggage. By focusing on the needs of modern travelers, offering a premium product at an affordable price, and embracing digital marketing, the company has disrupted a stagnant industry and built a loyal customer base. With its continued expansion into new product categories and its commitment to sustainability, Away is poised to remain
