What is the suitcase maker 'Away' that gained tremendous support from people who love traveling in 2 years of establishment?

The suitcase maker " Away " founded in 2015 succeeded in financing 50 million dollars (about 9 billion yen) in Series C investment round in June 2018. A 3-year-old emerging suitcase maker leapt forward in a huge traveling bag market of 32 billion dollars (about 3.5 trillion yen) with a relatively inexpensive suitcase of 225 dollars (about 25,000 yen) as a weapon It continues.

Up, up, and Away: the luggage upstart taking on industry giants
https://www.fastcompany.com/40590583/up-up-and-away-the-luggage-upstart-taking-on-industry-giants

Elizabeth Segran of Fast Company went on a trip to Italy on a vacation. Mr. Segran who enjoyed his vacation, drinking Macchiato at a cafe, going to an art museum, seemed to see a traveler with a suitcase of "Away" brands throughout the airport such as Florence, Atlanta, Florida airport. Considering the fact that the brand called Away did not exist until 2015, it is surprising that the presence of Away, built as a suitcase maker in just two and a half years, is amazing.

Steph Corey and Jen Rubio who founded this emerging suitcase maker Away met when they worked at the glasses brand " Warby Parker ". Mr. Corey builds the supply chain and Mr. Rubio worked on social media Warby Parker succeeded in expanding the scale as online glasses sales at an astonishing rate.

Two people with a common hobby of "travel" will soon get into a spirit, one day they share the desires of "wanting an affordable suitcase that can not be broken easily", traveling with so many passion We decided to launch a suitcase maker for the person. What I could do was "Away".

Mr. Rubio on the left and Mr. Corey on the right.

The market for suitcases for travel is largely divided into two. One is a high-priced suitcase of 1000 dollars (about 110,000 yen) class issued by luxury brands represented by Rimowa . And another is a low price suitcase which is stronger than 100 dollars (about 11,000 yen). Mr. Corey and Mr. Rubio felt that there are not affordable substitutes in the price range during this time, if they say to travelers who like to travel. "There were no people around us who love my suitcase sincerely.It was strange for us.I really appealed to consumers and the brand that consumers attach to There was not, "Rubio says.

When they received an investment of 2.5 million dollars (about 280 million yen) from Forerunner Ventures and Accel partners, they established Away with Corey as CEO and Mr. Rubio as vice president and chief brand officer. In January 2016 we released the first four hard-shell type carry on suitcases at a price of $ 225 (about 25,000 yen). This is about half the price of Tumi 's suitcase, which is the same price as Samsonite and American Tourister , but a unique benefit of "lifetime security" was attached. The lifetime security that gets a sense of security that it can be used forever without concern for the risk of being broken for travelers is attractive, he said that he successfully sold 50,000 suitcases in the first year.

The fact that the profit is raised from the first year of foundation is also a condition that makes it easy for the investors to draw out investment from investors, and Away also succeeded in financing 50 million dollars (about 5.5 billion yen) in the Series C round. Away has succeeded in getting a contribution of 81 million dollars (about 9 billion yen) in just two and a half years.

According to Segran, it is very difficult for manufacturers founded as digital natives to raise their brand power. Many digital native manufacturers spend their advertising expenses on social media such as Facebook and Instagram. And if possible, we also spend advertising expenses on TV commercials and signboards. However, its marketing expenses are very high, and advertisements will only function effectively in the case of season products that develop and sell products from one to the next. For Away, which sells suitcases that do not assume frequent replacement, it is not effective to spend a lot of advertising expenses on the premise that you purchase it once and buy it.

As a branding strategy, Away published a travel magazine " Here Magazine ". Here is a magazine that provides valuable information for travelers such as cultural reports and photographs, essays, interviews with famous travelers, city guides, and local creators. It is not issued to promote Away's suitcase, but to share values ​​with travelers. Here readers with common values ​​thought that they would understand the value of Away.

And Away adopted the strategy of selling another product instead of selling the suitcase again to the customer who purchased the suitcase. It is to sell things necessary for traveling such as packing bags, clothing bags, toiletry bags that fit in a suitcase. Away decided to have a set of things necessary for travel called "travel uniform" as Away brand. Mr. Rubio says, "It is a truly wonderful experience to see customers at Away throwing away other travelers' handbags and re-engaging Away."

Mr. Core said he met many investors who are "not worried about suitcases" when they are dying for financing. And it seems that I felt the suitcase industry "obsolete" that I have not seen the Millennial generation as a potential customer. According to Mr. Corey and Rubio, luxury brands such as Louis Vuitton and Rimowa certainly tried to turn "travel romance" into a form as a product, but it was said that it was too expensive. Meanwhile, established brands such as Samsonite and American Tourister were too focused on functionality. It seems he thought that there was a huge opportunity loss here.

"We saw the Millennial generation changing values ​​from" things "to" experiences. "This meant that they essentially" travel more " The old brand did not pick up this value, "Rubio says. Away's goal is not to become a suitcase maker but to become a "travel platform".

Investor Daniel Grati can afford a suitcase of 225 dollars (about 28,000 yen) There are many people who love to travel around the world, Away's sales network will be changed from the USA to Europe, Asia We are planning to shift to. "Away is interested in snuggling customers, pursuing what they want and making things that they want to buy.If the traveler is planning to travel and planning to stay in the hotel, We will be able to do a lot of things, "Away, which started from the sale of a physical product called a suitcase, is expected to further expand its activities in the market of travel.