Away moves from startup to mature marketer

Stephen Whiteside

Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.

Away, a fledgling luggage and lifestyle “direct” brand, is looking for new ways to extend its engagement with consumers.

The New York-based enterprise has sold more than 500,000 suitcases to date, and generated sales topping $125 million, all while extending its portfolio to incorporate items like carry-on “everywhere bags”, garment sleeves and “packing cubes” that help keep items neatly organized while in transit.

Coupled with an expansion in its product range and customers, the company has finessed its brand-building strategy in various ways, according to Mark Chou, Away’s vp/growth marketing and e-commerce. And they include:

Retail

As a “digitally-native brand,”...

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