UP, UP AND AWAY: Travel brand Away is entering the European market and to mark its arrival, it is hosting a series of pop-ups in key cities such as London, Milan, Berlin, Copenhagen and Paris. It is also introducing a collection in collaboration with local influencers and industry veterans.
As a direct-to-consumer brand that relies heavily on customer feedback to drive its strategy, the move was a natural one following continuous customer requests for the brand to be made available in Europe, according to Jen Rubio, Away’s cofounder, president and creative director and a Warby Parker alumna.
“We take thoughtful leaps based on the data and insights — in this case, the thousands of e-mails, social media posts, and calls to our customer experience team from our community abroad,” she said.
She added that the brand ships across Europe and targets the cities where customers have been the most vocal for its first physical store openings.
To create excitement around the launch and capture the spirit of each city, the company has tapped women who stand out for their style, love of travel and online influence, to collaborate on a new luggage range, dubbed “Perspectives.”
The collaborators included the retailer Alex Eagle from London, Margherita
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