In Brief

The travel startup branches out from its one-product mainstay into a larger range of merchandise, teaming up with the department store in order to reach more consumers as it expands from its digital-only origins

A common New Years resolution is to travel more, and luggage brand Away is hoping to appeal to potential explorers with a popup stand in various Nordstrom locations U.S. and Canada. Away bags have enjoyed much popularity, making them the perfect partner for Nordstrom for its travel-inspired Up & Away popup shop-in-shop.

Besides featuring the popular luggage in four sizes and limited-edition exclusive colors, the popup also offers a number of accessories, like stylish luggage tags, an eye mask, travel bags and more. The in-store collection will be available Vancouver, British Columbia; Toronto; Seattle; Bellevue, Washington; Los Angeles; Costa Mesa, California; Austin; Dallas and Chicago.

The Up & Away activation is intended to help the digital-native brand reach more consumers as it extends its product range, while also helping Nordstrom stay relevant as a department store in a changing retail climate. The popup is also available online in addition to stores for the digitally inclined, and is slated to run from January 11 through February 24, 2019.

Away | Nordstrom


Lead image: Away via Instagram

A common New Years resolution is to travel more, and luggage brand Away is hoping to appeal to potential explorers with a popup stand in various Nordstrom locations U.S. and Canada. Away bags have enjoyed much popularity, making them the perfect partner for Nordstrom for its travel-inspired Up & Away popup shop-in-shop.

Besides featuring the popular luggage in four sizes and limited-edition exclusive colors, the popup also offers a number of accessories, like stylish luggage tags, an eye mask, travel bags and more. The in-store collection will be available Vancouver, British Columbia; Toronto; Seattle; Bellevue, Washington; Los Angeles; Costa Mesa, California; Austin; Dallas and Chicago.