Transforming Travel

Away’s first product—a sleek, hard-shell carry-on with a built-in battery—captured this ethos perfectly. But what made the brand truly remarkable was its ability to go beyond luggage, positioning itself as a lifestyle company that inspires exploration and adventure.

The company’s meteoric rise is a story of bold innovation and meticulous execution. Away didn’t just sell luggage—it changed how people connect with brands, leveraging direct-to-consumer strategies, social media, and influencer partnerships to build a global community of travel enthusiasts. Steph Korey’s dedication to operational excellence and customer-centricity laid the foundation for Away’s success, demonstrating that a startup can thrive by aligning its products and culture with the values of its audience.

Beyond its impact on the travel industry, Away became a model for modern business practices. Steph Korey’s vision emphasized transparency, inclusivity, and empowerment, creating a workplace culture that has inspired entrepreneurs and professionals alike. By focusing on employee development, iterative improvement, and embracing failure as a growth opportunity, she ensured that Away would disrupt the market and set new standards for how companies should operate.

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The Founding Vision

Steph Korey, raised in Ohio with a sharp business acumen, laid the foundation for her entrepreneurial journey through her education at Brown University and early professional experience. Her time at Bloomingdale's and later at Warby Parker honed her skills in retail operations and marketing, setting the stage for the innovative approach she would bring to Away.

The inception of Away was sparked by a personal experience when Warby Parker coworker Jen Rubio's luggage broke during a trip to Switzerland, leaving her belongings scattered across the airport floor. This incident highlighted the need for durable, high-quality luggage that could withstand the rigors of modern travel. Korey and Rubio leveraged their experience from Warby Parker, where they learned about building a direct-to-consumer brand and creating a supply chain from the ground up.

Steph Korey and Jen Rubio launched Away in 2015 with a mission to make travel more seamless and accessible. The company's early strategy involved innovative marketing approaches, such as publishing a hardcover book filled with travel stories before launching their first product. This focus on storytelling and creating aspirational content around travel experiences became a cornerstone of Away's brand identity.

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Early Success and Milestones

Away’s rapid ascent from an ambitious startup to a global brand is a testament to Steph Korey’s vision, strategic management, and relentless focus on delivering value to customers. The company’s journey is marked by a series of pivotal milestones that laid the foundation for its sustained growth and industry-changing impact.

Away’s first product, a carry-on suitcase with a built-in battery for charging devices—launched in February 2016 and quickly captured the imagination of travelers. Priced at $225 and offered in ten vibrant colors, the carry-on embodied Away’s commitment to thoughtful design and affordability.

The success of this initial product was no accident. Korey meticulously planned the product launch, backed by an impressive $2.5 million in seed funding from high-profile investors, including Accel Partners and Forerunner Ventures. This funding provided the resources needed to bring their ideas to life and support a robust marketing strategy that emphasized both the practical benefits and emotional appeal of their products.

The response was extraordinary. In its first year, Away generated $12 million in sales, an achievement that positioned the company as a standout in the competitive direct-to-consumer market. Unlike many startups, which struggle to achieve profitability in their early years, Away turned a profit in 2017, just one year after launching its first product. This remarkable performance attracted additional investments, including a $20 million Series B funding round in 2017 led by Global Founders Capital, Forerunner Ventures, Comcast Ventures, and Accel Partners.

These early successes enabled Away to expand its operations and product offerings rapidly. The company opened brick-and-mortar stores, creating immersive retail experiences that complemented its digital presence. This omnichannel approach allowed Away to reach new customers and deepen its connection with existing ones. At the same time, the company diversified its product line to include checked luggage, travel organizers, and other thoughtfully designed travel essentials, further cementing its reputation as a leader in the travel lifestyle space.

One of Away’s most significant milestones came in 2019 when it secured $100 million in investment, raising its valuation to $1.4 billion. This funding round, led by Wellington Management with participation from Baillie Gifford, Lone Pine Capital, and Global Founders Capital, provided the capital needed to fuel the company’s ambitious growth plans. With these resources, Away expanded its retail footprint, introduced new product categories, and invested in scaling its operations to meet increasing demand.

Recognition for Away’s innovation came quickly. The company was named a "Breakthrough Brand with Ingenious Marketing" by Adweek and included in Fast Company’s "2018 Top 10 Most Innovative Companies." These accolades highlighted the brand’s ability to blend functionality, style, and storytelling into a cohesive and compelling offering.

These early successes and milestones were not just about revenue and growth—they were about establishing a brand that would redefine the travel industry. By staying true to its mission and embracing innovation at every turn, Away set the stage for its evolution into a global leader in the travel industry.

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Unique Marketing Strategy

The company’s ability to achieve these milestones was rooted in its innovative marketing and storytelling strategies. Away positioned itself as a lifestyle company that celebrated the joy of travel. In order to drive home this concept, Steph Korey and Jen Rubio successfully positioned Away as an aspirational choice for consumers seeking adventure and exploration. Taking a page out of the playbooks of successful companies such as Nike, they established collaborations with influential figures like Karlie Kloss, Julia Restoin Roitfeld, and Rashida Jones, creating a buzz around Away products, and making them synonymous with modern travel culture. These partnerships went beyond traditional influencer marketing, creating authentic connections with Away's target audience. A wine case that was rolled out in partnership with NBA star Dwayne Wade sold out in just a number of weeks.

Away also maintains a robust online presence. They have created a custom travel magazine, and they boast over 1,000 influencers who market Away products on Instagram.

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Developing A Culture of Failure

Away’s early achievements were not without challenges, but Steph Korey’s ability to turn obstacles into opportunities set the tone for the company’s ongoing success. From the beginning of Away, Korey was adamant about building a culture that celebrated mistakes. She argues that making mistakes is actually good for business, helping companies get ahead of their competitors and become stronger leaders. When businesses achieve success through small wins, they fail to challenge themselves, not realizing what big wins could potentially await them were they simply to be less afraid of failure. By empowering and making it acceptable, even commendable, for employees to fail, team members begin to innovate and think creatively.

Steph Korey has publicly shared several of her high-profile failures – prior to Away’s launch, the company’s first production run was not ready in time for the holidays as promised. And then there was the time that airlines changed their regulations, ceasing to transport bags that contained batteries, a staple in Away’s line up. But these failures were quickly reframed as opportunities. When new customers did not get their bags in time for winter travel, Steph Korey led Away to launch a travel magazine, complete with stories from influencers and a gift card for Away products. And in response to the new battery regulations, the company offered a retrofit program that would provide customers with ejectable battery packs for their luggage. In each case, Away was able to transform a negative into a reason to meaningfully interact with their customer base, reminding consumers why Away was more than just your average luggage company.

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Revolutionizing the Workplace

Steph Korey guided Away in developing a distinctive workplace culture that implemented forward-thinking practices centered on transparency, collaboration, and inclusion. Away emphasized authentic communication, primarily achieved through public channels like Slack, which helped break down hierarchical barriers and promote information sharing across teams.

Korey's leadership philosophy prioritized employee empowerment and development through several key initiatives. The company focused on hiring for passion and potential rather than just experience, implementing comprehensive mentorship programs, and providing opportunities for professional growth. Regular feedback sessions, including 360-degree reviews, ensured that communication remained multi-directional and comprehensive.

Away's commitment to broad-mindedness was demonstrated through various programs, including diversity training, executive coaching, and Employee Resource Groups. The company encouraged creative thinking. To support employee well-being, Away offered programs such as paid volunteer time, allowing team members to engage with their communities and return to work with renewed perspective.

By aligning employees' personal aspirations with the company's broader mission, Away created an environment where team members felt both motivated and valued.

Fostering a High-Performance Environment

Steph Korey’s commitment to excellence manifested in a culture focused on continuous improvement and accountability. The company's core values - thoughtful, customer-obsessed, iterative, empowered, accessible, and in it together - provided a framework for decision-making at all levels of the organization.

Away encouraged employees to take ownership of their work and maintain high standards. This commitment to development created opportunities for advancement, with many early employees growing into leadership roles as the company expanded. Though Steph Korey was described as a tough boss, she was also known for her infectious laughter and good humor. She made it a habit to take new employees out to lunch, sharing with them her own failures and encouraging them to be brave in this new environment.

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Inclusive Practices

Another hallmark of Away’s open-minded administration was its focus on empowering underrepresented groups. Employee Resource Groups provided support networks for individuals from diverse backgrounds, fostering a sense of belonging and community within the organization. These groups also offered leadership opportunities, allowing employees to develop skills and influence company policies in ways that aligned with their unique perspectives and experiences.

The company’s inclusive practices also informed its product development and customer interactions. By listening to feedback from a wide customer base, Away ensured that its products resonated with a wide audience. This openness in design mirrored the company’s internal culture, creating a cohesive brand identity that valued empathy and understanding at every level.

 

Customer Experience as a Differentiator

From its inception, Away has stood out by prioritizing customer experience as a cornerstone of its brand. Steph Korey sought to create a holistic travel experience that resonated with customers on an emotional level. By placing human connection at the center of its strategy, Away changed what it means to deliver exceptional customer care.

At the heart of Away’s approach to customer experience is its commitment to empathy and innovation. Korey believed that understanding the needs and pain points of travelers was the first step toward creating products and services that genuinely improved their journeys. This philosophy was evident in Away’s product development process, which relied on customer feedback to refine and enhance its offerings. For example, the inclusion of ejectable batteries in response to airline regulations exemplified how the company turned challenges into opportunities to serve its customers better.

Away’s customer experience team played a pivotal role in differentiating the brand. Composed of ambitious and empathetic professionals, the team went above and beyond to ensure customer satisfaction. During peak shopping seasons team members demonstrated creativity and diligence in managing high volumes of inquiries without sacrificing quality or personalization. Their ability to maintain genuine connections with customers under pressure was remarkable.

Away’s commitment to customer experience extended to its brick-and-mortar retail locations. These stores functioned as immersive spaces where customers could engage with the brand, explore its products, and connect with its mission. By seamlessly integrating physical and digital touchpoints, Away created a cohesive and engaging customer journey.

 

Charitable Partnerships
As Away was establishing itself as a brand, Steph Korey knew that she wanted the company to have a clear and direct social impact. Even before Away sold its first suitcase, the founder established a partnership with Peace Direct, an international charity committed to peace building in high conflict areas around the world. This collaboration goes beyond financial contributions; Away's team dedicates time and expertise to assist Peace Direct in raising awareness about peacebuilding efforts. By leveraging their storytelling and branding skills, Away aims to make "peacebuilding" a widely recognized term, leading to additional support of Peace Direct's mission to build sustainable peace in tension-filled zones such as Nigeria and the Democratic Republic of the Congo. This partnership reflects Away's belief in the power of travel to break down barriers and enhance cross-cultural understanding.

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Scaling and Sustaining Growth

As Away rapidly grew from a startup to a global lifestyle brand, it faced the critical challenge of scaling its operations while maintaining the highest of quality, innovation, and customer experience that had defined its success. Steph Korey was instrumental in implementing strategic initiatives and operational systems that supported this expansion.

As it grew, Away made sure to stay focused on operational excellence. The company invested in sophisticated inventory management systems and fulfillment processes, ensuring that it could meet growing demand without compromising efficiency or customer satisfaction. Korey’s attention to detail and insistence on operational rigor enabled Away to handle its increasing scale.

Away’s approach to product customization further highlighted its operational capabilities. Despite the inherent complexities of offering personalized products, the company developed streamlined processes that allowed it to deliver custom items with speed and consistency.

Away’s ability to sustain growth was also driven by its approach to product development. Instead of adhering to traditional seasonal release cycles, the company maintained an ongoing dialogue with its customers, using their feedback to identify opportunities for improvement. This approach not both ensured that Away’s products remained relevant while also strengthening the company’s relationship with its audience.

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The Broader Impact

Away’s influence extends far beyond the confines of the travel industry. Steph Korey guided the company to become a symbol of what’s possible when innovation, customer-centricity, and a strong workplace culture intersect. Away’s success has upgraded what travelers expect from their luggage.

One of the most significant aspects of Away’s broader impact is its role in disrupting a stagnant industry. Before Away, the luggage market was dominated by legacy players offering products that lacked innovation and thoughtful design. Korey and her team challenged these norms, creating a new standard for functionality, aesthetics, and affordability. By really listening to customers, Away demonstrated how traditional industries can be revitalized through innovative design and direct consumer engagement.

Away’s success also exemplifies the power of branding in building emotional connections with consumers. The company positioned itself as more than just a luggage provider; it became a chic brand that resonated with a generation of travelers seeking adventure, exploration, and self-expression. This aspirational branding, combined with authentic storytelling and influencer partnerships, elevated Away to cultural phenomenon status. Its products became instantly recognizable status symbols, appearing in airports and social media feeds worldwide.

Away’s influence has also been felt in the rise of direct-to-consumer brands across various industries. Companies in sectors ranging from fashion to home goods have adopted similar strategies, leveraging digital platforms to bypass traditional retail channels and build direct relationships with customers. Away’s success has demonstrated that these models are not only viable but also capable of reshaping entire markets.

Finally, Away’s impact on its employees and their career trajectories cannot be overstated. The company’s focus on professional development and mentorship has empowered a new generation of professionals, many of whom have gone on to take leadership roles within Away or start their own ventures. This ripple effect of talent development highlights the long-term influence that a supportive and empowering workplace culture can have on the broader business landscape.

Its legacy is not just in the products it creates but in the inspiration it provides to entrepreneurs, employees, and consumers alike. As Away continues to grow and evolve, its influence will undoubtedly remain a guiding force in shaping the future of both the travel industry and the workplace.

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Looking to the Future

Away stands as a shining example of how bold vision, innovative thinking, and unwavering commitment to quality can transform an entire industry. Under Steph Korey’s direction, Away has grown from a startup disrupting the luggage market to a global lifestyle brand that inspires travelers, professionals, and entrepreneurs alike. As the company looks to the future, it is well-positioned to build on its successes while continuing to evolve in response to new challenges and opportunities.

The future of Away is firmly rooted in its ability to remain adaptable and forward-thinking. Its approach to product development, which focuses on continuously incorporating customer feedback, ensures that the company’s offerings remain relevant and innovative. This customer-first philosophy has been a cornerstone of Away’s strategy, allowing it to stay ahead of competitors and maintain its reputation for excellence.

Away’s dedication to empowering its employees will also play a key role in shaping its future. By continuing to invest in professional development, mentorship, and inclusivity, the company can cultivate the next generation of leaders who will drive its growth. These initiatives not only benefit employees but also reinforce Away’s position as a leader in creating equitable and inspiring work environments.

As Away grows, its influence on the travel industry and beyond will continue to expand. The company has already set new standards for what consumers expect from direct-to-consumer brands: high-quality products, authentic connections, and a seamless blend of digital and physical retail experiences. Away has already pushed the boundaries of what a lifestyle brand can achieve.

The challenges and successes that have shaped Away’s journey also provide a roadmap for its future endeavors. By embracing failure as an opportunity for growth and maintaining its commitment to clarity, the company is well-equipped to navigate the complexities of scaling a global brand. Whether it’s responding to shifting consumer preferences, integrating sustainable practices, or exploring new product categories, Away’s resilience and adaptability will remain key drivers of its success.

Moreover, Away’s broader societal impact positions it to play a leading role in shaping the future of responsible business practices. Its work with Peace Direct is a model for companies across industries who are looking for meaningful ways to engage with the broader community.

In the years to come, Away’s impact will likely extend even further, influencing how businesses approach challenges, engage with their communities, and empower their teams. Its story is a reminder that the most successful companies are those that are willing to adapt, innovate, and invest in people. As Away looks to the future, its journey remains a source of inspiration for anyone seeking to transform an industry—or the world.