Target's "Suitcase In Backpack Form" Travel Bag Is Pure Magic
Or to arrive at the boarding of a budget airline with your 'carry-on' to be confronted with that stingy little box with clearly marked measurements that are sure to fall short of what you planned to bring on the plane.Frequent fliers have therefore become well accustomed to stuffing as much as possible into as few square inches or liters as physics will allow — and when a bag comes along that appears to offer that Mary Poppins-like ability to stash a shocking amount of stuff, it's worth noting.Target's Open Story brand is known for its stylish and genuinely functional travel accessories — we've previously written up fan favorites like this suspiciously Away-like hardshell suitcase. This generously-sized backpack appears to be the next installment in this march of well-designed essentials, and it has a stunning number of long-winded 5-star reviews testifying to its supreme functionality. Overall, it's earned a 4.7-star rating across 90 reviews (with 73 of them clocking in at 5 stars).The 35-liter capacity bag has a clamshell closure, which opens completely flat, and one exterior zip pocket that opens to reveal a series of slip pockets for small essentials like passports, reading material, and the like. The interior reveals two zipper-protected sides that are equipped with every conceivable shape of compartment for keeping clothing, toiletries, and more organized with scientific precision, and the rear laptop sleeve holds a machine measuring up to 17 inches. One reviewer below described using packing cubes, but given the bag's internal structure, we're not even really sure that's necessary. The whole shebang can be compressed shut with the help of adjustable exterior closures, and in addition to the padded backpack straps, there are side carrying handles and a luggage slip for use with handled rolling luggage.Not every review is stellar, and some of the poorer reviews offer perspective on the bag's size, which, at 19.25 inches tall, 13 inches wide, and 8 inches deep, is perhaps a hair larger than, say, a traditional banker's box. For some reviewers, the heft was too much — but this population pales in comparison to the number of customers who happily embraced the bag's girth and stuffed it full of everything they'd need for trips up to three weeks long (in the instance of the reviewer below who brought it on a solo trip to Italy).Enough from me, though — take a look at what some of the most informative reviews had to say (it was hard to narrow down) or just scroll all the way to get this magical bag in time for your next trip.
Promising reviews:
'Took this as my sole bag for two weeks in Europe and it held up amazingly. Fits neatly under the seat in front of me on my flight and holds a ridiculous amount of stuff. Very sturdy zippers and seams. A little uncomfortably on the shoulders when loaded heavy, but manageable.' —Lg'I used this item as a personal item on a Spirit flight. I was a little nervous it would be too big, but I didn't have any problems! I tried not to overstuff, but of course still did. The straps to condense it smaller definitely helped. I have used it a few times since for weekend trips. All of the different pockets and compartments make it perfect for any small trip.' —Jayme'This worked great for my long flight! I was able to bring some clothes and all the things that I needed for my long flight. The computer pocket and small pocket were great for easy and quick access. I wanted to make a suitcase in a backpack form and this is it.' —RebF'Single Greatest Luggage Purchase. Size is perfect for avoiding carry-on fees for air travel. So many well-designed, convenient, and supported compartments. Wears like a backpack, stores like a suitcase! Chef's kiss!' —LFTravels'I used this for a trip to Europe and it was great! I used compression packing cubes, and it held a ton! I love that it still has a protected spot for my laptop and easy-access pockets. It held up really well!' —skb324'If you fly Spirit or Frontier, then this is definitely a must-buy. I used it for the first time on a Frontier flight last week, and just as I expected, I was stopped during the boarding process (along with like five other people) because I didn't pay the extra fee to bring a carry-on bag. Luckily, I was able to squish it down, tighten the straps on the side, and unclip the shoulder straps to make it fit in the little metal bin. At that moment, I said to myself, 'I have to give this thing a 5-star review,' so here I am. Now I'm buying one for my dad and my brother.' —Mia'I needed a backpack for a 3-week solo trip to Italy, and this was amazing. It was so sturdy and held up with all of the travel. It carried so much, and the different compartments are super convenient. I love how it opens fully. It was very comfortable to wear and walk around with. I've used this bag several times since my trip, and it has not disappointed. The ONLY negative thing I can think of is that the zipper handles didn't have a hole thick enough to use miniature locks (for safety while traveling). So we had to use a little creativity to make sure I could 'lock' the zippers. That's literally my only complaint, though. I recommend this bag all the time.' —kbskate'Purchased for my bf last minute as he was flying to Vegas for a bachelor party. He didn't purchase a carry-on or a checked bag and just planned on using a backpack. After packing all of his things, I realized it would not fit, so I quickly purchased this for pickup! It was awesome! The bag fit everything he needed for 4 days' worth of things. He's also a BIG guy, so his things take up a lot of room. All in all, it was perfect and Spirit Airlines had no issues.' —Kat
Get it from Target for $39.99 (originally $49; available in five colors).
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Forbes
5 days ago
- Forbes
The Best Weekender Bags For Men, Tested By Our Team Of Editors
Whether you travel once a month or once a year, having a versatile weekender bag on hand that could easily fit into the overhead bin on a plane or train is essential. Our editors spent several weeks researching and testing the top contenders to find the very best weekender bags for men that are worth your money. After extensive testing, the Mark & Graham Canvas and Leather Weekender earned the top spot on our list thanks to its classic design made from durable cotton canvas. Away's The Weekender also earned high marks thanks to its multiple interior and exterior pockets that will keep you organized on your next trip. The best weekender bags for men are spacious, easy to carry and compact enough to fit in a plane's ... More overhead bin. ILLUSTRATION: FORBES / PHOTO: RETAILERS When shopping for a new weekender bag, dimensions and capacity are undoubtedly two of the most important considerations to keep in mind. If you're packing for an overnight, a smaller weekender bag like the Carl Friedrik Compact Weekender will do the trick; for an extended stay, opt for a larger bag like the Bellroy Classic Weekender 45L. 'The ideal weekender should be spacious enough to fit clothing, toiletries and a few extras for two to three days, but compact enough to comply with carry-on restrictions for most airlines,' says Ally Gibson, a travel content creator who has visited over 30 countries. Ahead, the best weekender bags for men in 2025. Our Top Recommendations Most Organized Weekender Bag For Men: Away The Weekender Best Large Weekender Bag For Men: Bellroy Classic Weekender 45L Best Compact Weekender Bag For Men: Carl Friedrik Compact Weekender Best Affordable Weekender Bag For Men: Béis The Weekender Best Structured Weekender Bag For Men: Antler Icon Overnight Bag Forbes Vetted Forbes Vetted ratings are based on thorough evaluations by our editorial team to help you choose the best products with confidence. Dimensions: 31 x 10.5 x 17.5 | Capacity: Not listed | Weight: Not listed | Materials: Canvas, leather | Colors: 5 total, including Army Green and Navy Best for: Stylish appearance Personalization options Spacious main compartment Skip if: You want a bag with more pockets Mark & Graham's canvas and leather weekender bag earned the top spot on our list thanks to its stylish design, high-quality materials and spacious interior. It comes in two sizes, but we recommend the larger size for weekend trips, as the main compartment holds enough for trips lasting up to three or four days (depending on your packing style). The spacious main compartment features one zippered pocket, which helps store a passport and other important items, and there's also an exterior pocket. 'This bag has a very understated but classic look that could fit anyone's aesthetic,' says our tester, who traveled with this bag on a weekend lake trip this summer. 'The canvas felt tough and sturdy, especially around the handle. The leather on the bottom proved durable as well.' Forbes Vetted Forbes Vetted ratings are based on thorough evaluations by our editorial team to help you choose the best products with confidence. Dimensions: 20.9 x 11.8 x 9.4 inches | Capacity: 38 liters | Weight: 3.8 pounds | Materials: Nylon, leather | Colors: 5 total, including Jet Black and Coast Blue Best for: Clamshell opening for easy access to belongings Multiple zippered interior pockets Separate padded laptop pocket Skip if: You're looking for a lighter bag Away is an editor-approved brand known for its modern, streamlined luggage with excellent organizational features (we've reviewed the brand's most popular suitcases in our guides to the best luggage and best checked luggage ). The weekender bag offers many of the same organizational features as suitcases, like a clamshell opening with two separate compartments, an exterior padded laptop pocket and multiple handles. Our tester took this bag on a recent trip to Montréal, and it was more than spacious enough for a three-day stay: 'I was able to squeeze in two pairs of pants, four shirts, a blazer, a sweater and a toiletry bag, and I used its shoe compartment to store a pair of flats," she says. However, our tester notes that it feels a bit heavy, despite its nylon construction, so it's not ideal for travelers who will be carrying heavy equipment in it, such as cameras or tech. It would be great for a road trip, though. Bellroy Bellroy Classic Weekender 45L Forbes Vetted Forbes Vetted ratings are based on thorough evaluations by our editorial team to help you choose the best products with confidence. Editor's note: We tested the 35-liter weekender bag, which was recently discontinued. We included product information below for the 45-liter version. Dimensions: 14.6 × 26 × 11.8 inches | Capacity: 45 liters | Weight: 2.2 pounds | Materials: Recycled polyester, nylon | Colors: 2 total, including Black and Slate Best for: Extra space for packing Sturdy, rolled-edge handles and polyester construction Internal Apple AirTag pocket Skip if: You want a bag with a separate laptop sleeve If you're looking for a larger weekender for trips that might turn into an extended stay, we highly recommend the Bellroy Classic Weekender 45L. Bellroy utilizes fabrics from recycled sources, including fishing nets and plastic bottles, resulting in a sturdy, textured polyester that withstands frequent use and rough handling. Despite its simple, uncluttered exterior, it's packed with helpful features, including a detachable, padded shoulder strap, luggage pass-through and an internal AirTag pouch. 'It also offers excellent organization—I especially liked the raised mesh pockets inside, which allowed me to secure items I didn't want squished, and the side-slip pockets made it easy to grab things on the go,' says our tester, who traveled with this bag on a three-day trip to Germany. 'Plus, this bag conveniently fits into a car trunk, overhead compartment or under an airplane seat.' Forbes Vetted Forbes Vetted ratings are based on thorough evaluations by our editorial team to help you choose the best products with confidence. Dimensions: 18.1 x 11 x 7.3 inches | Capacity: 24 liters | Weight: 3.5 pounds | Materials: Nubuck leather | Colors: 4 total, including Charcoal and Chocolate Best for: Comfortable handling thanks to the 1.5-inch-wide shoulder strap Luxe material and finishes Skip if: You're looking for a budget-friendly option Surface can reveal minor scratches, so this bag will need to be occasionally brushed Although this bag is more expensive than other options on our list, its luxurious materials and beautiful design are worth the investment. The nubuck leather exterior is brushed for a suede-like finish and will stand the test of time since it's made from the toughest part of the hide. The streamlined size is easy to haul in and out of a car, train, or plane, and it features a total of four pockets (three on the inside and one on the outside). 'This is a very compact bag, akin to a small gym bag, and it slipped effortlessly into the cramped overhead bin on my flight,' says our tester, who used this bag on a weekend trip from Michigan to New York City. 'Its material also stands out for its ruggedness. The surface takes on some minor scratches and imperfections, but I found these came right out with a little brushing.' Forbes Vetted Forbes Vetted ratings are based on thorough evaluations by our editorial team to help you choose the best products with confidence. Dimensions: 16 x 19 x 10 inches | Capacity: 49 liters | Weight: 3.8 pounds | Materials: Poly canvas, vegan leather | Colors: 5 total, including Black and Beige Best for: Budget-friendly price Easy access opening Separate bottom compartment for shoes Skip if: You're worried about lighter colors staining For travelers who want a quality weekender that doesn't compromise on quality, our tester gave this bag high marks for its durable outer canvas and plethora of easy-access pockets. 'The material withstood multiple subway rides and trips without any wear and tear," says our tester, who now uses this bag frequently. "I also appreciate the durable, hard outer shell of the footwear compartment.' The wire-frame top completely opens to make packing and unpacking a breeze, and there's a padded laptop pocket to keep your tech safe during transit. The zipper pocket in the back unzips to become a trolley sleeve, and the bottom compartment helps store shoes or toiletries that you might want to keep separate. Forbes Vetted Forbes Vetted ratings are based on thorough evaluations by our editorial team to help you choose the best products with confidence. Dimensions: 16.3 x 11 x 5.9 inches | Capacity: 27 liters | Weight: 1.9 pounds | Materials: Recycled polyester | Colors: 1 total, including Best for: Lightweight construction Water-resistant exterior is easy to care for Structured shape for easy packing and unpacking Skip if: You want a padded shoulder strap Having a structured bag helps when it comes to packing and unpacking, as it stands up on its own and won't topple over in an airport or train station. This well-designed weekender is also extremely lightweight, so even when it's fully packed, it's easy to carry and transport. 'I love its minimalist profile, not to mention its storage pockets,' says our tester. 'I especially appreciated how some of the inside pockets are mesh so you can easily see their contents, a really helpful feature if you're prone to losing important documents during travel. And while this is a small bag, I still managed to fit a whole weekend's worth of outfits—and a pair of shoes.' Other useful features include two water bottle pockets, a laptop sleeve and an adjustable shoulder strap. The Forbes Vetted travel team has researched, written and published dozens of in-depth roundups on luggage , including the best carry-on backpacks , the best underseat luggage and the best weekender bags . Katherine Louie , the author of this piece, is a lifestyle editor with extensive experience covering travel and lifestyle topics. She has worked on multiple tested travel product guides, including the best softside luggage and the best carry-on backpacks. , the author of this piece, is a lifestyle editor with extensive experience covering travel and lifestyle topics. She has worked on multiple tested travel product guides, including the best softside luggage and the best carry-on backpacks. The travel section is overseen by Forbes Vetted's senior travel editor, Astrid Taran , an eight-year industry veteran who has visited over 40 countries. Some of her recent work includes the best carry-on luggage and the best luggage . , an eight-year industry veteran who has visited over 40 countries. Some of her recent work includes the and the . For this story, Louie gathered key insights and guidance from Ally Gibson , a travel content creator who has visited over 30 countries. We relied on expert advice, independent reviews, research and personal experience to select our top recommendations for the best weekender bags for men. Our travel editorial team evaluated ten different bags for this review. Our winners were evaluated based on their materials, dimensions, capacity, interior organization and durability. We researched all the brands featured on this list to ensure each has a strong reputation and positive reviews, focusing on models with an average rating of at least four stars and a negligible number of concerning reviews, if any. Forbes Vetted editors and staffers tested our top six selections for several months. They provided detailed feedback on the bags, scoring each piece on a scale of 1 to 5. We narrowed our final selections by focusing on the weekenders that scored higher than 3. The final products on this list reflect in-depth research conducted by our writer and meticulous vetting by the editorial team. When packing for a weekend trip, it's essential to find a bag that can withstand frequent handling, accommodate all your essentials and be compact enough to fit in a plane's overhead bin. Here are three key factors to consider before making a purchase. Capacity 'The ideal weekender should be spacious enough to fit clothing, toiletries, and a few extras for two to three days, but compact enough to comply with carry-on restrictions for most airlines,' says Ally Gibson, a travel content creator who has visited over 30 countries. 'A capacity of 30 to 40 liters is generally ideal for a weekend's worth of clothing and gear.' However, consider how long you will be traveling and whether you might need extra space for bulky camera gear or oddly shaped items, such as a hair dryer. For a spacious bag that can accommodate more clothing, we recommend the Bellroy Classic Weekender 45L. Materials Weekender bags are available in a variety of materials, including leather, nylon and canvas. Canvas bags, such as the Mark & Graham Canvas And Leather Weekender, may show marks more easily, especially with lighter colors. Opt for darker hues like black, navy and dark olive instead. Nylon, polyester and leather bags (such as the Carl Friedrik Compact Weekender and Away's The Weekender) are excellent choices that are both durable and easy to clean. 'If you prefer a classic style that ages beautifully, full-grain or top-grain leather is my favorite (though it's heavier),' says Gibson. She also recommends polyester for its lightweight construction and affordability. Extra Features Look for features that can make your overall travel experience more seamless, such as external pockets for quick-access items like your phone or wallet. 'One of the first things I look for is a removable padded shoulder strap, since it offers flexibility and comfort. I also appreciate a separate shoe compartment for keeping shoes or dirty laundry away from clean clothes,' says Gibson. She also recommends water-resistant linings or zippers, as well as a padded laptop sleeve, if you travel with electronics. 'Having a trolley sleeve is invaluable for slipping the bag over your suitcase handle, especially if you're like me and don't enjoy carrying heavy bags on your shoulder for extended periods.' Who Makes The Best Weekender Bag? After extensive research and testing, we recommend the Mark & Graham Canvas And Leather Weekender thanks to its durable materials, classic good looks and spacious main compartment. For an extra $15, you can personalize the bag (choose between laser engraving and embroidery), making it a great gift as well. What Type Of Bag Is Best For A Weekend Trip? 'Ultimately, the best weekender bag is one that matches your travel style, organizational needs and personal taste,' says Gibson. 'Investing in quality materials and thoughtful features is also a must if you want to ensure your bag lasts for years of adventures.' All the bags highlighted in this guide are well-suited for weekend trips, whether you prefer something ultra-compact, like the Carl Friedrik Compact Weekender, or an option with plenty of internal pockets to keep you organized (we recommend Away's The Weekender). What Is The Difference Between A Weekender And A Duffle Bag? Typically, weekender bags can fit enough clothing for a weekend trip (one to three days), whereas a duffle bag is slightly larger. Duffle bags usually have one large main compartment with little to no interior organization. However, both types of bags are soft-sided and feature carry handles or straps that enhance portability.
Buzz Feed
5 days ago
- Buzz Feed
If You're Planning On Traveling To Europe This Year, Here Are 26 Products You Should Pack
A digital luggage scale if you've ever waited to weigh your bag at the airport only to realize you're 4 pounds over, so then you have to carry your MASSIVE size 10 Dr. Martens platform sandals in your purse for the whole flight. A portable door lock to help ease any anxiety if you're traveling by yourself. It's easy to set up, fits right in a carry-on or suitcase, and will help you feel a little more safe if you're staying in a hotel room on your own. A Hackwith Design House shirt you can wear six different ways, so you don't have to feel like you're wearing the same shirt over and over again while you're on vacay. An LED around-the-neck reading light if you are a considerate person and don't want to use the overhead lighting at your seat, which will inevitably keep everyone around you awake. Plus, it has three different light colors, so you can adjust it to your preferences! A tri-fold travel wallet with tons of slots, so you can keep your passport, credit cards, IDs, and vaccine cards safe with RFID-blocking tech while you're out jet-setting around the world. A Trtl neck pillow that's less bulky than a traditional neck pillow so it'll easily fit in your carry-on and you won't have to worry about unpacking and repacking your whole bag when you want to take a mid-flight nap. Or an inflatable wedge pillow so you can feel like you have your own personal sleeping pod, even if you're surrounded by strangers on a six-hour flight from Los Angeles to NYC (godspeed). A pair of Thigh Society cooling shorts because you ~love~ getting to know a new city by walking around, but you *hate* the thigh chafe that comes along with it. And these are super lightweight, so they'll help you stay nice 'n' cool, too. A set of expandable hangers to help hang dry your clothes that you have to wash in the sink. They're also super handy if you're going on a group trip where you're sharing a room with other people, but the hotel only provided two hangers. A HappyLuxe travel wrap you can use as a scarf or shawl to keep you warm while you're in the airport, but then also use as a blanket for napping if the plane you're on is incredibly chilly. A hanging toiletry bag as magical as Mary Poppins' bag because you can fit basically anything in it. Plus, it has a rotating hook, so you can hang it on the back of a door or in the shower for convenient access wherever you're staying. A 16-piece travel toiletries set approved by TSA, so you don't have to waste money on buying travel-sized versions of your favorite products. With these, you can just make them on your own! A packing cube with a built-in shelf, so you don't have to totally unpack your whole bag to look for that one top you really wanna wear. Just hang this in the closet, and you're GTG! An international power converter in case your travels take you across the pond (or anywhere else in the world that doesn't take US outlets), so you're not in a pickle when you're abroad. A three-pack of jet bags so that you can bring home wine, fancy liquor, hot sauce, olive oil, and even perfume (in your checked bag, obvs) without worrying about any spilling-related fiascos. Promising reviews: "On the last few trips, I have found bourbon or wine but was not comfortable putting it in my travel luggage, and TSA will not allow it in a carry-on. This product eliminated that concern and worked perfectly. I am definitely keeping one of these in a pocket of each piece of luggage I carry from now on." —B. Creager"It did exactly as it was supposed to. The bags protected two bottles of wine on our way back from Europe, and they were in soft-sided hiking backpacks, so I was very pleased they survived." —Stephanie BoweGet a pack of three for $13.99+ (available in four styles). An add-a-bag luggage strap you can clip to a backpack, suitcase, or purse to free your hands from carrying jackets, hats, shopping bags, or more luggage! Promising review: "I thought this was a bit gimmicky, but I fell for it and gave it a try. I was pleasantly surprised! One wears layers when traveling, and I usually run hot. However, I still need to carry a jacket for the cold planes or destination, etc. I usually tie it around my waist (ugly, I know) as a last resort or tuck it madly into my bag. I clipped this to my backpack, and it held my jacket perfectly! Easily accessible, and the jacket never dragged or fell. It also worked well to clip my backpack to my luggage while in between flights." —roxyseaPrice: $8.49+ (available in five colors and in a pack of two) A travel pouch that attaches to your bra so you can keep cash and cards close to you without having to worry about pickpocketers stealing your most valuable items while you're exploring a new city. A genuine pebble leather Bandolier phone case with a wallet and a strap so you can keep your phone close by for taking pics without having to hold it in your hand and risk losing it or dropping it. A waterproof satin-lined Hairbrella hat small enough to fold up and keep in your bag because you did spend 45 minutes doing a blowout, and you don't want it to be ruined by some unexpected rain. An Airfly wireless transmitter so you can connect your wireless Bluetooth headphones, like AirPods, to the airplane TV and marathon-watch hours of your favorite show without having to use the lower-quality ones they hand out on the plane. A skyline mini wallet emergency kit filled with all the essentials you might need when you're traveling (i.e., Tylenol, a hair tie, etc.) but that's small enough to have in your carry-on bag and then throw in your bag when you're out and about. And it's available in 96 different skylines, so you can customize it to your trip. A Master Lock portable safe if you're a chronically anxious person, like I am, and don't want to be distracted from enjoying your trip because you're worried about someone messing with your valuables back at your hotel room. A set of packing cubes if you want to keep all your stuff organized and know exactly where everything is. I never travel without my packing cubes because they help me pack sooo much lighter and save tons of room in my bag! With these, fitting everything in your carry-on is a breeze. Smell ya later, checked luggage! Or a set of vacuum-free space-saving compression bags so you can take advantage of all the space your ~seemingly~ tiny carry-on has to offer. Just throw your clothes in, zip up the bag, roll the air out, and watch your clothes shrink. A TSA-approved toiletry carry-on to make going through TSA a breeze. With this, you won't have to take skincare products out to switch them into the see-through plastic bags they supply at the security line. And finally, a luggage-mounted cup caddy with two slots, so you don't have to fret over spilling the drink you waited in line for 20 minutes to get when you're running across the terminal to make your flight to Heathrow.
Forbes
5 days ago
- Forbes
'Get Away' Isn't Just A New Travel Campaign, It's A Cultural Cue
As Away approaches its 10-year anniversary, the brand is entering a bold new chapter—one that's equal parts nostalgia and next-level growth. The Summer 2025 Get Away campaign is more than a seasonal marketing push—it's a rallying cry for the overwhelmed, the overworked, and anyone craving a reset. 'We wanted to meet our customers in those real, often chaotic moments of travel,' says Christine Gallagher, VP of Marketing at Away. 'Whether it's rushing to make your flight or sneaking out of the office early, these moments are messy—but deeply relatable.' Rooted in emotional insight, the campaign taps into a universal cultural truth: people are burnt out. According to a flash study by MMGY, over 80% of U.S. consumers still plan to travel for leisure in the next 12 months—despite economic uncertainty and market shifts. Away is betting on that intent and delivering something more meaningful than a traditional brand push. 'This isn't just about vacation—it's about that felt sense of overload,' Gallagher explains. 'There's an urgency, but also empathy. Get Away is our invitation to pause, recharge, and reconnect.' Visually and conceptually, the campaign draws inspiration from airport wayfinding and caution signage—those utilitarian tools that guide travelers through moments of friction and flow. The design language is bold, emotionally direct, and visually disruptive in all the right ways. Rather than polished, aspirational imagery, Away is telling a more honest story—one that embraces the in-between, the imperfect, and the often unfiltered realities of modern travel. It's a fully integrated campaign that spans e-commerce, digital media, paid social, retail environments, and out-of-home placements in major cities like New York, Chicago, Atlanta, and Dallas. But the campaign doesn't stop at media—it moves through the city, literally. Away is launching a guerrilla-style scavenger hunt around its retail stores and high-traffic travel hubs, encouraging people to 'look for signs to get away' for a chance to win product upgrades. 'We wanted it to feel playful and unexpected,' Gallagher shares. 'People are moving so fast—sometimes they need a sign to stop, take a breath, and remember what they're craving.' That same idea fuels one of the campaign's boldest moves: a new partnership with Uber, designed to make actual getaways feel smoother—and more surprising. Branded airport shuttles across Manhattan and Brooklyn will transport riders to summer travel hubs, with lucky passengers selected at random to trade in their old luggage for a brand-new Away. 'It's about making the Away experience tangible and memorable,' Gallagher says. 'What's more unforgettable than starting your trip with a brand new suitcase you didn't expect?' This focus on emotion, friction points, and real travel moments reflects a larger transformation underway at the brand. Away recently launched in Amazon and Nordstrom, signaling a new era of accessibility and retail growth. 'We've always believed in meeting the customer where they are,' says Gallagher. 'And now, that means showing up everywhere—across channels, cities, and formats.' The campaign also marks a moment of category leadership, as Away continues to design around specific types of travelers—from business and family to everyday commuters. The Featherlight Weekender, launched earlier this year, exceeded sales projections by 200% in its first two weeks. The Stadium Bag, which meets size requirements for sporting venues and concerts, has sold out twice since its March debut and now boasts a waitlist of over 2,000 customers. These aren't just product launches—they're reflections of an evolving consumer landscape and Away's ability to tap into it with agility and relevance. 'Our goal has always been to create solutions, not just accessories,' Gallagher says. 'That means thinking about how people actually live and move through the world. We're not guessing—we're listening.' That mindset also informed the campaign's in-store experience. In all 17 Away retail locations, the brand is hosting 'Getaway Hours,' offering customers drinks, snacks, and personalized Charm Bar customizations to bring moments of calm and joy to their travel prep. 'Retail is still so powerful,' Gallagher notes. 'It's where people connect with the brand in a more immersive, physical way.' And as the brand scales, it's also doubling down on the values that made it a disruptor a decade ago: thoughtful design, customer-first thinking, and a refusal to play by traditional rules. One example? The brand's summer price freeze—a rare move in today's market. 'While many brands are raising prices, we made the intentional decision to hold ours steady,' says Gallagher. 'Helping people get away shouldn't come at a premium.' It's all part of a broader vision being shaped by Jessica Schinazi, the company's new CEO, who is steering Away into its next chapter with clarity and intention. With new leadership, fresh partnerships, and product lines that resonate across generations and travel styles, Away is redefining what it means to be both a brand and a companion. 'We want people to see Away not just as great luggage, but as a travel brand that makes every journey more meaningful,' Gallagher says. 'Because ultimately, we're in the business of emotional utility—we're here to enable experiences, not just transactions.' Because in a world where everyone is chasing escapism, Away is building something more lasting: a travel brand that helps you not just leave—but feel something. And sometimes, that starts with a sign that reads: Your email won't find me here.
