Entrepreneurs Reinvent The Suitcase

Steph Korey and Jen Rubio’s suitcase business, Away, is another example that solving a problem for the consumer is the path to explosive growth. But in this case, two problems were solved: the high cost of suitcases and the problem of finding outlets at busy airports to charge phones and computers.

The problem, as they initially saw it, was a luggage market that hadn’t adapted to now. For most luggage that is considered “Samsonite strong” — but isn’t — the price tag is upwards of $500 and can reach as high as $1,000. That and the fact that the global luggage industry netted $32 billion— perhaps because so many suitcases do not come up to par on the durability front — prompted Korey and Rubio to create a new product, according to Forbes.

But not before serious market research. The pair conducted interviews with 800 frequent fliers to determine exactly what today’s traveler wants in a suitcase, and it’s not just interior pockets for organization or wheels.

No, today’s traveler is much more sophisticated and wants a chic-looking polcycarbonate exterior, an internal compression system and a built-in, high-capacity USB charger — all for $225. So, in fact, two problems were solved for the consumer: the high cost of decent luggage and the problem of no available outlets at the airport.

According to Korey: “Truthfully, we never sought to make a ‘smart’ suitcase or ‘Internet of Things’ product.”

On the genius idea of the USB charger, Korey said: “You shouldn’t have to be battling with someone on the airport floor for an outlet,” Korey said. “A built-in charger makes life easier.”

Away has since launched two larger suitcase sizes, both still under $300, thanks to the company’s direct-to-consumer business model, and the founders have raised $8.5 million in Series A funding, making a total of $11 million in venture funding to date.

Have bag, will travel.