Company Overview
About Away
Away is a modern travel brand founded in 2015 by Jen Rubio and Steph Korey in New York City, built on the insight that existing luggage was either cheap and poor quality or expensive and over-engineered. The company's flagship product is its hard-shell polycarbonate carry-on suitcase, originally designed with a built-in USB-charging battery (later removed due to airline regulations, replaced with an innovative interior compression system). Away has expanded its product line to include checked bags in multiple sizes, duffel bags, backpacks, packing cubes, travel accessories, and apparel, all designed with a minimalist aesthetic and backed by a lifetime warranty for the original owner.
Business Model & Competitive Advantage
Away has raised $181M across 6 funding rounds, most recently a $100M Series D in May 2019 led by Wellington Management at a $1.4B valuation. The company has not raised new primary equity since that round, operating on revenue generated from its direct-to-consumer e-commerce channel and brick-and-mortar retail stores, which it opened in major cities including New York, Los Angeles, San Francisco, Austin, Chicago, and London. The brand is widely considered one of the most successful early DTC companies, though it faced leadership turbulence in 2019-2020 when co-CEO Steph Korey stepped down amid a Verge expose on workplace culture, later returning briefly before departing permanently. Current CEO Stuart Haselden, a former Lululemon COO, has led the company since 2020.
Competitive Landscape 2025–2026
Away competes with Tumi, Samsonite, Monos, Rimowa, and newer DTC luggage brands. Its advantages include strong brand equity among millennial and Gen Z travelers, a robust influencer marketing heritage, a lifetime warranty that signals product quality, and the retail footprint that lets customers physically experience the product before purchasing. The travel recovery post-pandemic provided a tailwind for premium luggage demand, though the DTC model faces ongoing pressure from rising customer acquisition costs and inventory management complexity across the expanded product portfolio.
Key Differentiators
Strong Challenger
Away is an established challenger with significant market presence and competitive offerings in Travel & Hospitality.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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