Product details

For a three-year-old start-up, Away's growth was phenomenal. It had recorded profitability in its second year of operation, sold more than half a million suitcases and had received a total venture-capital funding of USD81 million. Its fans included Rashida Jones, Karlie Kloss and Dwyane Wade and all of them had designed limited editions with the brand. Away was launched by Jen Rubio and Steph Korey, to fill a big gap in the luggage category. The Away brand had focused on innovative ways to succeed in the market. The direct-to-consumer online brand targeted millennial consumers with its digital strategies and travel related products. It had leveraged Instagram to a great extent to popularise and build its brand. Rather than selling a product, the brand aimed at promoting a lifestyle. The luggage market was mostly undifferentiated and prosaic. Could Away evolve and sustain its success amid increasing competition?