Why Away is betting on tweens as its next big customer base

Away’s millennial customers grew up and had kids. Now the company is making bags for their tweens.

When it launched a decade ago, Away captured the hearts of millennials with its colorful, affordable suitcases with ridges. Those original customers are now in their thirties and forties, traveling around the world with their kids—many of whom are entering their tween years.

Away wants to equip the entire family for their trips. This week, it launches a new........

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