Publications
Publications
- May 2023
- HBS Case Collection
Away: Scaling a DTC Travel Brand
By: Joseph B. Fuller and Jill Avery
Abstract
Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential?
Three decisions face the founders. Should Away continue to invest in driving growth in suitcases and other travel bags or was it time to begin to expand into other adjacent travel categories? How should they use the results of the company’s first customer segmentation study to select target segments and quantify their growth aspirations? What were the right distribution strategies moving forward following a series of pilots that included company-owned stores, temporary airport kiosks, and pop-up experiences with retailer partners?
Three decisions face the founders. Should Away continue to invest in driving growth in suitcases and other travel bags or was it time to begin to expand into other adjacent travel categories? How should they use the results of the company’s first customer segmentation study to select target segments and quantify their growth aspirations? What were the right distribution strategies moving forward following a series of pilots that included company-owned stores, temporary airport kiosks, and pop-up experiences with retailer partners?
Keywords
Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry
Citation
Fuller, Joseph B., and Jill Avery. "Away: Scaling a DTC Travel Brand." Harvard Business School Teaching Note 523-109, May 2023.