Expand Away In Outdoor Travel

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Diving Brief:

  • In search of growth outside of basic travel bags, Away on Wednesday introduced FAR – For All Routes, a new line of outdoor travel products, According to a company press release.
  • The line includes duffle bags, backpacks, tote bags, messenger bags, organizational cubes, and pouches. Available in black, navy, green, white and other colors, the products are made from recycled materials, including nylon and polyester.
  • The line will be available Tuesday online and in Away’s 13 stores in the US, UK and Canada. In partnership with small cabin provider Getaway, Away is also offering a free two-night stay at the Getaway Outpost for shoppers who purchase a FAR product in stores before July 7.

Diving Insight:

With FAR, Away said it aims to modernize a “traditional utilitarian class.” Jane Rubio, CEO and co-founder of Away, said in a statement that the brand is trying to cater to evolving consumer tastes.

“During the pandemic, the trend of increased interest in outdoor travel has accelerated exponentially,” Rubio said. “This shift, along with the growing excitement of travel as a whole, has taken customer demand to new heights. With the idea that more than half of travelers expect their journeys after the pandemic to be different – ​​including a strong desire to reconnect with nature, adventure and the outdoors – we have developed FAR to enable our customers, new and existing, to take more types of trips with abroad.”

In fact, the COVID-19 pandemic has taken its toll, just like the rest of the travel industry. In April 2020, the company cited the epidemic as the cause She laid off 10% of her employees Almost half of the team performed. In the lead-up to the pandemic, the company closed its 10 stores and postponed the opening of its store in Dallas. Meanwhile, with travel so much interrupted, consumers are taking to the outdoors in droves, with hiking and other activities emerging as relatively safe ways to pass the time.

The past two years have also seen a number of changes in Away’s executive leadership. After taking over as interim CEO in February 2021, Rubio Took on a permanent basis in April that yearShe has moved on from her previous position as Head of Brand and Brand Manager. At the time, the company also appointed Laura Willensky as its first commercial director, bringing her expertise from brands like Talbots, J. Crew, and Victoria’s Secret Beauty. In November 2021, the company Make more C-Suite employeesIncluding Charles Liu named its first COO, Melissa Weiss as brand CEO and Luc Chatelain as its first digital director.

For Away, the CEO role was somewhat of a revolving door. In December 2019, I mentioned The Verge On what employees described as a toxic workplace environment, he drew attention to former CEO Steve Curry, who was the focus of much of the work. In January 2020, abroad He appointed Stuart Hasselden as co-CEO with Cory just one month after Cory announced that she would be stepping down in light of the news. Korean He left the position of co-CEO later that yearHaselden left the CEO position in January 2021, just over a year later.

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