Away Launches 'In-Between' Line for Tweens and Teens

Away launched its new 'In-Between' collection this week, specifically designed for tweens and teens, marking a strategic expansion into a younger demographic. The brand, which initially gained popularity with millennials for its affordable and stylish suitcases, is now aiming to cater to the travel needs of the children of its original customer base. This new product line was developed through focus groups with young people and features a marketing campaign that reflects their lifestyles and travel habits.

The 'In-Between' collection includes Away's classic carry-on suitcase in new purple and blue colorways, selected by the focus groups. Additionally, three entirely new products were created with tweens' daily activities in mind. These include a tote bag and a backpack made from an ultralight, machine-washable, and water-repellent material. Both are equipped with laptop sleeves and internal organization pockets suitable for school, as well as luggage sleeves for family trips. The line also incorporates packing cubes, addressing the growing independence of young travelers in managing their own belongings. CEO Jessica Schinazi highlighted the versatility of these bags, noting they can transition from school use with textbooks to weekend activities like sports and hobbies, and family travel.

A notable addition to the collection is a transparent backpack, designed to comply with the increasing number of schools mandating clear bags. Schinazi emphasized that this backpack is built for durability, contrasting it with thinner plastic alternatives on the market that may not withstand the wear and tear expected of a tween product. She also noted that the young testers immediately personalized the bags, aligning with Away's goal to foster independence and self-expression among its younger customers. The development and filming of the marketing campaign involved the tweens themselves, further integrating their perspectives into the brand's outreach.