Away, fashion’s favourite luggage brand, is launching apparel, wellness and more
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- Billie Bhatia
- Published
The entire fashion industry – editors, stylists and influencers – swears by Away luggage. And after a big cash injection, the brand is branching out into apparel and wellness too.
For years, the luggage landscape was dominated by either end of the price spectrum. At the top were the extreme luxury brands: the likes of Louis Vuitton and Rimowa. Towards the bottom sat more affordable ranges, which sold pieces that – while accessible – tended to look worse for wear after a few long-distance flights.
That was until Away burst on the scene. In a little over three years, the smart luggage company has transformed the way we travel (their cases let you charge your phone on the go!). The easy to move, even easier to pack suitcases are beloved by celebrities: Karlie Kloss recently collaborated on a capsule collection with the brand, while Meghan Markle reportedly gave their suitcases as gifts at her New York baby shower.
But it’s not just supermodels and royalty who love Away. At the start of last Paris Fashion Week, there wasn’t a suitcase coming off the Eurostar that didn’t bear the brand’s subtle logo. Simply put, Away has made luggage desirable again.
Now, thanks to its innovative design, hugely desirable products and Instagram appeal, the company has been valued at over £1 billion ($1.4 billion), after it raised more than £78 million ($100 million) in investment. As a result, Away is now expanding into wellness, apparel and lifestyle accessories.
Jen Rubio, Away’s co-founder and chief brand officer, said that the new investment would allow the company to explore new areas and create new products.
“Every journey begins with a suitcase, including ours,” she said. “We launched with that one product in 2016 and quickly set our sights on building a brand that stands for the transformative power of travel.
“This new capital will further fuel our plans to fully build a global community of passionate travellers, and equip them with every product they need to travel more seamlessly.”
Away has been labelled one of the world fastest growing consumer brands, as well as one of Time magazine’s “50 Most Genius Companies” and Forbes’ “Next Billion Dollar Company”. And I can personally testify: I have never wheeled through an airport faster.
Read on for my edit of the three Away pieces to add to your luggage allowance now.
Away Carry-On Case
Away carry on case No last minute city break will ever be the same again.
Away The Weekender Bag
Away The Weekender Weekend get aways to the country, sorted. And with the same capacity as the Carry-On you don’t have to scrimp on the packing.
Away The Large Suitcase
Away The Large suitcase For those who know how to take advantage of a weight allowance. Fill her up and still wheel away with ease.
Away The Everywhere Bag
Away The Everywhere Bag The Everywhere bags fits perfectly over the handles of your suitcase and thanks to an innovative sleeve, doesn’t fall off the back of it when you’re in a mad dash to get to the gate.
Images: Away