“In the direct-to-consumer brand space,” Jen Rubio told delegates at the 2018 Annual Leadership Meeting (ALM) held by the Interactive Advertising Bureau (IAB), “there is at least one company in every category that wants to be the ‘Warby Parker of X.’”

In the suitcase category, a confusing field of over-priced and under-reliable products, Rubio – the co-founder and Chief Brand Officer of Away – decided that she wanted to provide a Warby-Parker-style solution for people who were fed up of paying too much for too little.

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Jen Rubio, co-founder and chief brand officer, Away

In fact, she related, “The idea for Away came out of a painpoint. I was looking for luggage. I asked around, but there wasn’t a lot of great brand affinity in the space – not a lot of super-enthusiastic product recommendations.