Frequent travelers are very particular about their luggage. And once they lock in on a brand, it can be hard to pull that telescoping handle out of their hands.
So if you know someone who travels a lot, you probably know what kind of luggage they swear by. For some, it’s the rugged, business-ready reliability of Tumi. For others, it’s the sleek aluminum curves and European pedigree of Rimowa.
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These two legacy names have dominated the premium luggage space for years. Tumi is the go-to for business professionals who demand functionality and resilience. Rimowa leans into luxury, which makes perfect sense, since its parent company is LVMH.
No offense to Tumi or Rimowa, but the landscape is shifting. A newer player, Away, has not only entered the conversation but is starting to redefine it, especially for a younger generation of travelers who value both aesthetics and function but are more budget-conscious.
Bags made by all three brands have the same basic features: spinner wheels, telescoping handles, internal compression systems, etc. They’re also known for being both lightweight and durable.
But by pricing its luggage at a fraction of the price of its competitors, Away is playing the quantity game while still maintaining its commitment to quality.
Away is setting itself up to compete with luxury brands Tumi and Rimowa.
Image source: Kichigan/Shutterstock
Away prides itself on being a disruptor
Founded in 2015 by Jen Rubio and Steph Korey, Away began with a single carry-on and a lot of buzz. The brand built its identity around a direct-to-consumer model, social media marketing, and a sleek, minimalist aesthetic. It quickly gained traction with millennials and Gen Z travelers looking for luggage that looked good, was well-made, and wouldn’t break the bank.
Away’s best-selling carry-on suitcase also included useful features like a removable laundry bag, and even a built-in USB charger, which helped set it apart from both the luxury-focused Rimowa and the traditionally business-minded Tumi.
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Today you can get your hands on Away’s flagship hardside carry-on bag for $275, while a similar bag from Rimowa is $700 and Tumi’s is $750.
Now, Away is expanding, just like its Bigger Carry-On does: The company recently launched a softside luggage collection, putting it in more direct competition with Tumi’s extensive lineup.
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It also moved beyond its exclusive sales model, making its products available through major retail channels like Amazon and Nordstrom. The retail expansion move has garnered some attention, since Away was one of the original direct-to-consumer e-commerce darlings and until recently, was sold only via its website or its own stores.
Away appears to be taking a more aggressive stance in capturing market share in the premium travel gear category. Away is no longer just the “cool new luggage brand.” It’s becoming a mainstream option for people shopping for the best carry-on luggage in a crowded, competitive space.
Away’s limited lifetime warranty is universally praised, and it’s one reason the brand has such a devoted following.
As one verified buyer wrote on the company’s website, “This is my 2nd one. Because I had an issue with my 1st after 7 years of travel, Away truly stuck by their warranty and replaced it with this one free of charge. The 2.0 bag has great updates.”
Another said, “The bag was actually a replacement for a bag whose zipper broke. I simply emailed a photo, and a replacement bag was sent out. Could not have been an easier process.”
Away’s new leadership points to a strategic growth plan
To lead this transition, Away has brought in new leadership with serious experience in scaling global brands. In May 2025, the company named Jessica Schinazi as CEO, a move that follows her appointment as Away’s president in late 2024. She replaces co-founder Jen Rubio, who will now serve as executive chair.
Schinazi brings an impressive résumé, including leadership roles at Dyson, LVMH, Richemont, and Amazon. This combination of luxury brand experience and operational know-how positions her to guide Away through its next chapter — one that clearly involves global expansion, broader distribution, and further product development.
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The CEO transition was reportedly part of a long-term succession plan, but the timing aligns with a critical growth period for the company.
As travel surges post-pandemic and more consumers invest in high-end luggage, Away is betting that strong design, better distribution, and seasoned leadership can help it convert fans of Rimowa and Tumi — or at least get them to consider switching teams.
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