Away
An American direct-to-consumer luggage and travel-accessories brand known for design-led suitcases and travel lifestyle marketing.
Last updated August 25, 2026
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Overview
Away is an American luggage and travel-accessories brand founded in 2015 by Jen Rubio and Steph Korey, former colleagues on the early executive team at Warby Parker. Based in Lower Manhattan, New York, the company was created to modernize the suitcase category through products that combine a restrained visual identity with practical travel features, including organized interiors and, in early versions, built-in batteries intended to charge mobile devices. The brand initially pursued a direct-to-consumer model, selling primarily through its own online channels rather than relying on third-party wholesalers or distributors. This approach allowed Away to control pricing, presentation, customer communications, and product launches. It later added brick-and-mortar locations as part of a broader effort to make the brand available through physical retail as well as online commerce. Publicly described markets include the United States, Canada, and the United Kingdom. Away’s first product was a carry-on suitcase, which became available for shipment in February 2016. The company subsequently expanded the core range with larger carry-on and checked-luggage formats, including The Bigger Carry-On, The Medium, and The Large. It also broadened its assortment into travel bags, organizers, and related accessories. The company’s product design and branding helped it gain visibility beyond the luggage category, with fashion, design, and business publications frequently treating its suitcases as lifestyle products rather than merely utilitarian travel equipment. Content and community-building were important parts of Away’s early marketing strategy. In 2017, the company launched Airplane Mode, a travel-focused podcast, and Here, a print and digital travel magazine featuring city guides, essays, and photography. These initiatives supported a brand proposition centered on contemporary travel culture and helped distinguish Away from traditional luggage companies that concentrated more narrowly on product specifications and distribution. Away attracted substantial venture and growth investment. Its publicly reported financing included seed funding, a Series A round, a Series B round, and a later investment of $100 million in 2019. The 2019 financing reportedly valued the company at $1.4 billion and was intended to support physical retail expansion and the development of additional travel products. Because the available sources do not provide a complete current ownership or financial picture, this dossier does not infer a present parent company, owner, revenue figure, or valuation. The company faced a major reputational and leadership crisis in late 2019 after reporting by The Verge described allegations of intimidation, excessive monitoring, public humiliation, and demanding working conditions. Steph Korey initially announced her resignation as chief executive, but later returned in a co-chief-executive arrangement with Stuart Haselden. Human-resources executive Erin Grau resigned when Korey returned. In July 2020, Jen Rubio and Haselden announced that Korey would leave the co-CEO role within the year. The episode became a defining event in Away’s corporate history and prompted public discussion about workplace culture in venture-backed consumer brands. Away remains identified primarily with suitcases and travel goods. Its market position is design-led and premium-leaning, while its distribution model and editorial activity reflect the broader direct-to-consumer brand model. The available reference material supports a conclusion that Away is an active American travel-goods brand, but does not establish its current executive team, ownership structure, employee count, or financial scale with sufficient certainty.
History
Away was established in 2015 by Jen Rubio and Steph Korey, who had previously worked together on the early executive team at Warby Parker. The founders entered the luggage market with the goal of improving the conventional suitcase through a combination of practical functionality, contemporary design, and a more controlled customer experience. Early product concepts included features such as built-in batteries for charging mobile devices, reflecting the needs of increasingly connected travelers. The company raised $2.5 million in seed financing by November 2015 from Accel Partners and Forerunner Ventures. Its first product, The Carry-On, began shipping in February 2016. The initial product launch established the brand’s principal category and provided a foundation for a direct-to-consumer model in which Away sold through its own channels instead of conventional wholesale distribution. In September 2016, the company raised a further $8.5 million in Series A financing to support expansion. Away developed its assortment beyond the original carry-on. By October 2016, it had introduced The Bigger Carry-On, The Medium, and The Large, giving customers options for cabin travel, longer trips, and checked baggage. The Bigger Carry-On later received recognition in the 2017 Fast Company Innovation by Design Awards. The products’ visibility was amplified by coverage in fashion, design, and popular media, which helped position the suitcases as recognizable lifestyle objects as well as travel equipment. The company also invested in editorial and experiential brand building. In May 2017, it launched Airplane Mode, a podcast about travel. In July of the same year, it introduced Here, a print and digital magazine containing city guides, essays, and photo journals. These initiatives made travel content part of Away’s commercial identity and supported a marketing approach based on aspiration, destination discovery, and community rather than product advertising alone. Adweek recognized Away as a breakthrough brand with inventive marketing, while Fast Company included it among its 2018 most innovative companies. The brand also received recognition from the Surface Travel Awards. In May 2017, Away raised $20 million in Series B financing led by Global Founders Capital, with participation from Forerunner Ventures, Comcast Ventures, and Accel Partners. By May 2018, the company reportedly had more than 150 employees and had announced plans to expand hiring and relocate or expand its Manhattan headquarters. In May 2019, it secured a further $100 million investment led by Wellington Management, alongside Baillie Gifford, Lone Pine Capital, and Global Founders Capital. The round was reported to value Away at $1.4 billion and was intended to support physical stores and the extension of its travel-goods range. The company’s distribution remained primarily online, but it also operated brick-and-mortar locations. Public sources identify the United States, Canada, and the United Kingdom as its principal markets. Away experienced a serious corporate controversy in December 2019. A report by The Verge described employee allegations concerning intimidation, surveillance, public humiliation in workplace communications, unusually long working hours, and inadequate time off. Steph Korey apologized for her conduct and initially resigned as chief executive, with Stuart Haselden, previously associated with Lululemon, announced as her successor. In January 2020, Korey withdrew her resignation and became co-CEO with Haselden. The return was followed by the resignation of human-resources executive Erin Grau. In July 2020, Rubio and Haselden announced that Korey would leave the co-CEO position within the year after further controversy concerning her public comments about digital-only media companies. The available sources do not provide a definitive current leadership roster, ownership structure, or post-2020 operating and financial profile. Away is therefore best characterized on the evidence available as an active American luggage and travel-accessories brand whose historical identity was shaped by design-led products, direct-to-consumer distribution, editorial travel content, venture financing, and a high-profile workplace-culture crisis.
- 2020
Co-CEO restructuring
[1]Steph Korey returned as co-CEO with Stuart Haselden, and human-resources executive Erin Grau resigned.
- 2020
Korey’s planned departure announced
[1]Away announced that Korey would step down from the co-CEO role within the year.
- 2019
Large investment round
[1]Away raised $100 million in investment and was reported to have reached a $1.4 billion valuation.
- 2019
Workplace-culture controversy
[2]The Verge published allegations concerning Away’s workplace culture, leading to an executive apology and leadership changes.
- 2018
Workforce expansion
[1]Public reporting stated that Away had more than 150 employees and planned further hiring and Manhattan expansion.
- 2017
Series B financing
[1]The company raised $20 million in Series B financing led by Global Founders Capital.
- 2017
Editorial expansion
[1]Away launched the Airplane Mode podcast and the Here travel magazine.
- 2016
First carry-on shipped
[1]Away began shipping its first product, The Carry-On, in February.
- 2016
Series A financing
[1]Away raised $8.5 million in Series A funding to support expansion.
- 2015
Away founded
[1]Jen Rubio and Steph Korey founded Away in the United States after working together at Warby Parker.
Products and positioning
Design-led, premium-leaning direct-to-consumer luggage and travel-goods brand
Carry-on suitcase · 2016
The Carry-On
Away’s first commercial product and one of its best-known suitcase formats. It was developed using consumer focus-group feedback and designed for travelers seeking a compact cabin bag with organized packing space, durable construction, and the brand’s minimalist visual language. Early Away luggage also became associated with integrated charging functionality for mobile devices.
Large carry-on suitcase · 2016
The Bigger Carry-On
A higher-capacity cabin-oriented suitcase introduced after the original carry-on. It targets travelers who want additional packing room while retaining a format intended for overhead-compartment travel. The product helped broaden Away’s initial carry-on proposition and received recognition in the 2017 Fast Company Innovation by Design Awards.
Checked suitcase · 2016
The Medium
A mid-sized suitcase created for travelers whose packing needs exceed the capacity of cabin luggage but do not require the largest checked format. It formed part of Away’s early expansion from a single carry-on product into a more complete suitcase system.
Large checked suitcase · 2016
The Large
A large checked-luggage format intended for extended trips and travelers carrying greater quantities of clothing or equipment. Together with the carry-on and medium formats, it gave Away a size range covering short trips, standard travel, and high-capacity packing.
Travel bags
Travel bags
A broader group of soft-sided travel products introduced as Away expanded beyond hard-shell suitcases. These products support different travel and carrying situations and extend the brand’s design system into bags used alongside luggage.
Travel organization
Travel organizers
Packing and organization products intended to help travelers arrange clothing, toiletries, electronics, and other personal items. They complement Away’s suitcases and reinforce the brand’s emphasis on orderly, functional travel.
Travel accessories
Travel accessories
Ancillary products for travel and luggage use, forming part of Away’s effort to build a broader travel-goods assortment rather than relying exclusively on suitcase sales.
Controversies
2020
Executive return and continuing culture controversy
After initially resigning, Steph Korey returned as co-CEO with Stuart Haselden in January 2020. Human-resources executive Erin Grau resigned the same day. In July, Rubio and Haselden announced that Korey would leave the co-CEO position within the year after further controversy over her social-media comments.
2019
Workplace-culture allegations
A December 2019 report by The Verge described employee allegations of intimidation, constant monitoring, public humiliation through internal communications, excessive working hours, and inadequate time off at Away. Steph Korey apologized for her conduct and the company subsequently entered a period of leadership instability.
Marketing campaigns
- 2017Airplane Mode
United States
Away launched Airplane Mode, a podcast focused on travel and destination-oriented storytelling. The initiative extended the brand into editorial media and presented travel as a cultural and lifestyle subject rather than only a product-use occasion.
Outcome. It became part of Away’s broader content-marketing strategy and helped reinforce the brand’s association with contemporary travel culture.
- 2017Here
United States
Away introduced Here, a print and digital travel magazine containing city guides, travel essays, and photo journals. The publication gave the company a platform for destination storytelling and brand-led travel inspiration.
Outcome. The magazine broadened Away’s marketing from luggage promotion to editorial travel content and community engagement.
Brand decisions
2019
Raised growth capital for stores and product expansionStrategyBackground
Away had built a digitally led luggage business and sought to expand its physical retail presence and travel-goods assortment.
Action taken
The company secured a reported $100 million investment round.
Aftermath
The financing was reported alongside a $1.4 billion valuation and plans to invest in brick-and-mortar retail and additional travel products.
Investment raised and reported valuation. $100 million raised; reported valuation of $1.4 billion (May 2019)
2019
Changed chief executive leadership after workplace allegationsOtherBackground
Reporting about workplace practices created a significant reputational and governance crisis.
Action taken
Steph Korey initially resigned as CEO and Stuart Haselden was announced as her successor.
Aftermath
Korey later returned as co-CEO, producing further leadership changes and renewed public scrutiny.
2017
Expanded into travel editorial contentStrategyBackground
Away sought to differentiate itself through a lifestyle-oriented brand relationship rather than relying exclusively on luggage advertising.
Action taken
It launched the Airplane Mode podcast and Here travel magazine.
Aftermath
Travel storytelling became a visible component of the brand’s marketing and community-building approach.
2016
Expanded the suitcase range beyond the original carry-onProduct launchBackground
After launching with one principal carry-on product, Away needed formats for different trip lengths and packing requirements.
Action taken
The company introduced The Bigger Carry-On, The Medium, and The Large.
Aftermath
The expansion established a broader suitcase portfolio spanning cabin travel and checked baggage.
2015
Adopted a direct-to-consumer modelStrategyBackground
Away entered a traditional luggage category with a digitally native brand and sought to control the customer relationship rather than depend on wholesalers or distributors.
Action taken
The company primarily sold through its own online channels and later supplemented e-commerce with physical retail locations.
Aftermath
The model supported controlled brand presentation, direct customer feedback, and lifestyle-oriented marketing, while the later store strategy expanded physical access.
Recent events
Away announces its second Serena Williams collection[3]
Reported:
Away announced a new collection of luggage and travel essentials created with Serena Williams, with purchase availability announced for January 28, 2021.
Away appoints Jen Rubio interim CEO[4]
Reported:
Away’s board appointed co-founder and President Jen Rubio as interim CEO and engaged a search firm to identify a permanent replacement.
Away announces CEO Stuart Haselden’s departure[4]
Reported:
Away announced that CEO Stuart Haselden would leave the company in February to pursue another opportunity and remain on its board.
Away announces partnership with Global Glimpse[5]
Reported:
Away announced a partnership with Global Glimpse, committing financial, product, and volunteer resources to support the Global Glimpse Brave New Leaders Academy. Away also said it would provide luggage for students’ future travel and personalized advice from employees.
Away announces Stuart Haselden as CEO[6]
Reported:
Away announced that Stuart Haselden would become its CEO effective January 13, 2020. Cofounder and then-CEO Steph Korey would assume the role of executive chairman.
Away appoints Stuart Haselden as CEO[7]
Reported:
Away announced that it hired Lululemon executive Stuart Haselden as its new CEO. Cofounder Steph Korey will become executive chairman, and Haselden will join the board. The article reports the change following an investigation describing alleged workplace bullying and burnout at Away.
- Unconfirmed
Away opens Williamsburg pop-up store[8]
Reported:
Away opened a pop-up shop in Williamsburg, Brooklyn, where customers could shop its product line.
Sources9 sources
- 1Away (company)en.wikipedia.org
- 2Away’s Toxic Workplace Culturetheverge.com
- 3Away宣布推出第二个Serena Williams联名系列prnewswire.com
- 4Away任命Jen Rubio为临时首席执行官prnewswire.com
- 5Away宣布与Global Glimpse建立合作prnewswire.com
- 6Away宣布任命斯图尔特·哈斯尔登为首席执行官prnewswire.com
- 7Away任命Stuart Haselden为首席执行官foxbusiness.com
- 8Away开设威廉斯堡快闪店observer.com
- 9Away CEO steps down days after investigation revealed she perpetuated cutthroat culture of bullying and burnout at the buzzy luggage startupbusinessinsider.com
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