Case Study: How Away Generated $125M with Brand + Content Marketing (2024 Update)

When it comes to ecommerce success stories, few are as impressive as that of Away, the trendy luggage brand that has taken the world by storm. In this case study, we’re going to take a deep dive into how Away managed to generate a staggering $125M in revenue through a combination of brand and content marketing strategies.

The Rise of Away

Founded in 2015 by Jen Rubio and Steph Korey, Away quickly gained popularity for its sleek, durable, and affordable luggage. The brand’s focus on quality, design, and functionality resonated with consumers, and before long, Away became a household name in the travel industry.

Building a Strong Brand Identity

One of the key factors in Away’s success is its strong brand identity. From the very beginning, the founders were intentional about creating a brand that stood for more than just luggage. Away positioned itself as a lifestyle brand that empowered people to explore the world and make the most of their travel experiences.

This brand identity was reflected in everything from the product design to the company’s marketing efforts. Away’s signature minimalist aesthetic and focus on functionality became synonymous with the brand, making it instantly recognizable to consumers.

Content Marketing: Telling Compelling Stories

Away’s content marketing strategy played a crucial role in building and nurturing its brand identity. The company understood that in order to connect with its audience, it needed to do more than just sell luggage – it needed to tell compelling stories that resonated with travelers.

One of the ways Away achieved this was through its “Here Magazine,” an online publication that featured travel guides, personal essays, and interviews with interesting people from around the world. This content not only provided valuable information to readers but also reinforced Away’s brand positioning as a lifestyle company that celebrated exploration and adventure.

Engaging with the Community

Away also leveraged social media and influencer partnerships to engage with its community and amplify its brand message. The company’s Instagram account, in particular, became a hub for travel inspiration and user-generated content, with followers sharing their own adventures using the hashtag #travelaway.

Additionally, Away collaborated with influencers and travel bloggers to showcase its products in real-world settings, further reinforcing its brand image as a must-have accessory for the modern traveler.

Measuring Success

Of course, the ultimate measure of success for any ecommerce brand is its ability to drive sales. In this regard, Away’s brand and content marketing efforts have been nothing short of remarkable. Since its founding, the company has experienced exponential growth, with annual revenue reaching $125M in 2024.

What’s more, Away’s success has not gone unnoticed in the business world. The brand has received accolades for its innovative marketing strategies and has been featured in publications such as Forbes, Fast Company, and The New York Times.

Key Takeaways for Ecommerce Shops

So, what can ecommerce shops learn from Away’s success? Here are a few key takeaways:

  • Invest in Brand Building: A strong brand identity can set your ecommerce shop apart from the competition and create a loyal customer base.
  • Embrace Content Marketing: Compelling storytelling can help you connect with your audience on a deeper level and drive engagement.
  • Engage with Your Community: Social media and influencer partnerships can be powerful tools for amplifying your brand message and reaching new customers.


Away’s journey from a startup to a $125M ecommerce powerhouse is a testament to the power of brand and content marketing. By staying true to its core values and leveraging compelling storytelling, the company has not only built a successful business but also created a community of passionate travelers around the world.

For ecommerce shops looking to replicate this level of success, the key lies in understanding the importance of brand building and content marketing, and using these strategies to connect with their audience in meaningful ways.

By taking inspiration from Away’s story and applying these lessons to their own businesses, ecommerce entrepreneurs can position themselves for growth and success in the competitive online marketplace.