Why Away is betting on tweens as its next big customer base

Away, once celebrated for its stylish and budget-friendly suitcases among millennials, is now shifting its focus to cater to the growing needs of tweens and teens. As the initial customer base ages and travels with their families, the company sees an opportunity to expand its market. This week, it unveils a new collection named In-Between, thoughtfully designed with input from young people to meet the travel needs of this age group. This strategic move highlights Away's intent to stay relevant by anticipating the evolving demands of its original customers' families.