Away Pivots from 'Smart' Gadgets to Operational Reliability
AI-generated image · US National Wire
The luggage brand's Series 3 launch signals a shift toward invisible tech and durability over flashy features.
Away is moving away from its identity as a "smart luggage" disruptor to focus on long-term product reliability. According to reporting from Wired, the company's new Series 3 luggage avoids the ejectable portable batteries that defined its 2016 launch, focusing instead on "invisible tech" designed to last a decade.
Sarah Amidi, Away’s senior vice president of Brand, told Wired that the company intentionally avoided adding features that would increase weight or reduce capacity. Instead, Away focused on solving specific traveler friction points through rigorous testing. Key operational updates include:
* **WhisperGlide 360 Wheels:** An improved threading and extra ball bearing system for quieter, smoother movement. * **StopLock Brakes:** A switch in the trolley handle that locks wheels in place, even on inclines. * **Infinite Height Trolley:** A handle featuring five times more stopping points than previous versions to accommodate different user heights.
Beyond the Series 3 Classic and Flex lines, Away introduced the Signature Bags collection, featuring lighter nylon and updated hardware, such as reverse coil zippers. Amidi noted that the company is prioritizing features that earn their place, such as removable handles and wheels for easier repair and customization.
While Wired notes that these features are not groundbreaking and may be available from competitors, the strategy reflects a shift toward reducing friction and increasing the longevity of high-ticket durable goods.