DTC luggage brand Away is undergoing an organizational restructuring, which includes layoffs impacting 25% of its internal staff and “the elimination of a traditional executive team structure,” a spokesperson confirmed to Retail Dive. Away did not immediately respond to Retail Dive’s requests for comment regarding what specific roles are impacted.
The decision came as “the team recognizes the need for a more nimble approach amidst the changing consumer landscape,” the spokesperson said.
Moving forward, Away is focused on investing in key areas such as brand and community building experiences, diversifying and expanding its retail footprint and “doubling down” on product innovation, the company said.
“Disruption has always been at the core of our company’s DNA,” the spokesperson said. “Away is dedicated to delivering the highest-quality travel products and experiences to our customers, and we believe that these steps will better position us to continue to be an innovative leader in the category.”
The brand in May last year laid off 22 employees, including Chief Commercial Officer Laura Willensky.
The latest round of layoffs follows years of building out its leadership team. Early last summer, Away brought on two new hires, including Vice President of Retail Carissa Barrett and Vice President of Brand Amanda Brody. Before that, the company hired former Foxtrot executive Carla Dunham as its chief marketing officer. And in late 2021, the company named its first chief operating officer and chief digital officer.
The brand took a significant hit when the pandemic took hold in 2020, halting nearly all travel. In April 2020 the brand said it furloughed about half of its staff and laid off another 10% as its sales plummeted 90%.
In the years since then, the brand also suffered from extensive changes in the chief executive role. Co-founder Steph Korey led the brand until December 2019, when the company replaced her with former Lululemon executive Stuart Haselden following allegations of a toxic work culture at the brand. But about a month later, Away announced Korey and Haselden would be operating as co-CEOs. By October, the brand said Korey would step down as co-CEO but remain on the board. Just four months later, Haseldon left to become the CEO of Arc’teryx. Co-founder Jen Rubio has been leading the brand since.
Away early last year had been exploring strategic options, including a sale, according to a Bloomberg report.
