Away

Market position

Away is described as one of the highest-funded woman-backed startups, having raised $216 million in financing and reaching a $1.4 billion valuation in 2019, with revenue reported at over $150 million. Its suitcases have been recommended by NYT Wirecutter and Condé Nast Traveler, and the company was named an Adweek "Breakthrough Brand with Ingenious Marketing," one of Fast Company's 2018 Top 10 Most Innovative Companies, and a Surface Travel Awards recipient.

The brand combined a direct-to-consumer model with hard-shell suitcase design features aimed at frequent travelers — built-in charging batteries in early models, compression packing systems, smooth spinner wheels, nesting sizes and personalization — priced below traditional premium luggage, backed by long return windows and repair coverage.

Technology

Products use lightweight, impact-resistant polycarbonate hard shells, abrasion- and water-resistant nylon, high-strength polyester and custom-made aluminum. Design features include 360-degree spinner wheels, interior compression systems, YKK zippers, combination TSA-style locks, trolley sleeves on bags, nesting suitcase sizes and, in earlier models, built-in batteries for charging devices. Suitcases are described as designed and tested in-house before launch.

Go-to-market

The founders built the brand with online marketing and social-media-led audience building, and expanded into editorial content with the Airplane Mode podcast (May 2017) and the print and digital travel magazine Here (July 2017). Growth channels include the direct e-commerce site, a referral program, discounts for verified military and veteran customers via ID.me, owned retail stores in major US, UK and Canadian cities, and, more recently, wholesale placement with large retailers.

Consumers who travel frequently, buying carry-on and checked luggage, backpacks, weekenders and travel organizers for leisure and commuting use, including families (kids' luggage, diaper bags) and gift buyers.

Geography

Headquartered in New York City. Products ship to the United States, Canada and the United Kingdom, and the company operates 16 stores including Austin, Boston, Chicago, Dallas, Houston, Los Angeles (Venice Beach and West Hollywood), Nashville, New York (Noho and Williamsburg), San Francisco, San Jose, Seattle, Washington DC, London and Toronto.

History

Away raised $2.5 million in seed funding from Accel Partners and Forerunner Ventures by November 2015, followed by an $8.5 million Series A in September 2016 for international expansion and a $20 million Series B in May 2017 led by Global Founders Capital with Forerunner Ventures, Comcast Ventures and Accel Partners. Editorial extensions followed in 2017 with the Airplane Mode podcast and the Here magazine. Headcount passed 150 by May 2018, when the company announced job expansion and a Manhattan headquarters move. In May 2019 Away raised $100 million led by Wellington Management with Baillie Gifford, Lone Pine Capital and Global Founders Capital at a $1.4 billion valuation, earmarked for physical stores and expanded travel gear. In December 2019 a report in The Verge described a toxic workplace; Korey resigned as CEO on December 9, 2019, with Lululemon's former COO Stuart Haselden named successor, then rescinded her resignation on January 13, 2020 to serve as co-CEO — prompting HR chief Erin Grau's resignation — before Rubio and Haselden announced in July 2020 that Korey would step down within the year. Jen Rubio subsequently led the company as CEO and is now executive chair, with Jessica Schinazi as CEO, and in May 2025 the Wall Street Journal reported Away expanding sales into more retail channels.

Risks & controversies

A December 2019 investigation by The Verge described a toxic workplace and a "culture of intimidation and constant surveillance," with restricted employee communication channels, executives using Slack to publicly humiliate staff, and expectations of long hours including nights and holidays without paid time off. CEO Steph Korey apologized, resigned, then reversed her resignation in January 2020 and disputed the reporting, leading to the resignation of HR chief Erin Grau; Korey's exit as co-CEO was announced in July 2020 after social media comments criticizing digital media companies. Forbes later placed Korey's 2016 30 Under 30 selection on a 2023 "Hall of Shame" list. One source also reports revenue and valuation declines tied to pandemic-era travel restrictions, with a 2021 estimated value range of $540 million to $990 million.