Away CEO Jen Rubio has expanded the travel brand beyond luggage.

Courtesy of Away

Before the pandemic, the company was valued at more than $1 billion with more than $150 million in funding. In the year In 2020, founder and CEO Steph Corey resigned following allegations of a toxic work environment. Rubio, also a founder but focused on branding and marketing, was named CEO a year later. The company made layoffs during the outbreak and currently has about 250 key people.

Rubio and I spoke on Zoom last week, shortly after she returned from a trip to Italy. (“Just like everyone else this summer,” she joked.) This summer, when Rubio is in the middle of a group to pick up a transatlantic cruise, she wants to serve more customers.

Away started working on its new outdoor line, FAR, 18 months ago in June. One of the challenges for consumer businesses at this stage of the pandemic is knowing which trends are temporary and which are here to stay. It’s a bet that the increase in outdoor travel is a permanent consumer shift. The company says it has seen the FAR line increase customer lifetime value “significantly” since its launch, with an average of two to three purchases from a previous customer. The bags start at $275 and go up to $745, while the new outdoor bags start at $150. Rubio expects these outdoor travel products to eventually account for a quarter of the company.

Courtesy of Away

While overseas travel will increase in popularity from 2020, it remains a daunting prospect for some. “I was one of those people who was afraid to go into REI,” Rubio remembers after the outbreak moved to Colorado. The FAR line, she says, is accessible to hardcore travelers and novice travelers alike with its bright colors and activity-based advertising. The line has a larger share of male customers than Away’s flagship offerings.

FAR’s debut is Away’s first foray into a major new category – but not the last. Rubio envisions the company developing new products to cater to luxury travelers and wellness retreat attendees. “It’s really fun to branch out,” she says.

Emma Hinchliffe
emma.hinchliffe@fortune.com
@_emmahinchliffe

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