Away’s Jen Rubio on Constructing a Model Beyond a Luggage

What Festival Founders and Tech Brands Can Learn from Away's Approach

Away began in 2015 with a single product, a carry-on suitcase, yet its co-founders, Jen Rubio and Steph Korey, always described the company as a travel brand rather than a luggage maker. That distinction is the heart of the story. A suitcase is something most people buy rarely, so a business built only on selling bags faces a natural ceiling. Building a brand around the experience of travel opens the door to related products, editorial content and a community that keeps returning between purchases.

Content as part of the product

One of the brand's well-known moves was investing in storytelling: travel guides, a print magazine and social channels that focused on destinations and the people visiting them, not just on zippers and wheels. The lesson for anyone running a festival or tech showcase is similar. Attendees come for a lineup or a demo, but they stay engaged because of the surrounding culture. Artist interviews, behind-the-scenes notes and practical city guides give people a reason to follow along all year, not only in the weeks before doors open.

Direct relationships with the audience

Away grew as a direct-to-consumer company, which meant it owned the conversation with its customers instead of relying on department stores. Festivals face the same choice when deciding how much to lean on third-party platforms. Clear communication about programming, venues and logistics builds trust. Browsing a well-organized schedule or an honest overview of the venues is part of the experience, not an afterthought.

Design that solves real friction

The original carry-on became known for practical features such as a built-in battery for charging phones, later adapted as airline battery rules changed. The broader idea is to design around a real pain point. For event organizers, that might mean easier entry, readable maps or better accessibility information. For startups demoing at a showcase, it means leading with the problem a product solves rather than with its spec sheet.

Away's path also shows that growth brings scrutiny. Workplace culture and leadership choices become part of a brand's public story, and audiences pay attention. Treating people well, inside and outside the company, is part of building something that lasts beyond its first hit product.