Six months after raising $100 million, landing unicorn status (valued at $1.4 billion), the digitally native brand Away is looking to dominate the soft-side luggage market in the same way it became a household name in hard luggage.
For the past four years, Away has built out a market for hard-side luggage with heavy content marketing, advertising and good old word-of-mouth. But now, Selena Kalvaria, svp of brand, said it’s time for Away to tackle the soft-side market and respond to consumer demand—of which she says, 50% of consumers prefer soft-side to hard-side.
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