Home / Style / Bags & Luggage

Away’s New Luggage Might Mark the End of the Hard-Shell Trend

After helping bring hard-sided luggage to the masses, one of the internet’s original DTC travel brands could soon rebalance the luggage sale scales again.

Close up shot of a hand reaching zipping the external zipper pocket of a black piece of Away soft-sided luggage to reveal a silver laptop inside the pocketAway

By Ben Bowers

Published

·

Updated

Every product is carefully selected by our editors. If you buy from a link, we may earn a commission. Learn more

The brands that last have a knack for cannibalizing their products before another company beats them to it. A little over a decade ago, Away launched an affordable and sharp-looking line of polycarbonate luggage that immediately helped shift travel trends.

It’s hard to remember now, but at the time, hard-sided plastic luggage held a rep for being tacky and overpriced among some consumer segments. All it takes is one trip to an airport now to see how much that’s changed.

And while Away makes plenty of the hard-sided suitcases rolling around travel hubs today, eagle-eyed observers will also spot other riffs on the same idea created by various newer direct-to-consumer brands with far less name recognition.

Now, with its new Softside collection, Away could find itself in a familiar role again of tipping the scales in broader luggage trends.

“Finally, Softside”

Away Softside carry-on in black being rolled by a man holding the handle and smiling in a blank grey space. Away

That’s a header that appears at the top of Away’s online storefront for the Softside collection, implying that the new line is one fans of the brand have been waiting for. 

It’s easy to forget, though, that Away launched a line of soft-sided luggage back in 2019 dubbed The Expandables, which looked quite similar to the newly unveiled Softside collection. It’s hard to know why the company’s original attempt at soft-sided bags faded away before. 

In a recent RollingStone article covering the new Softside collection and Afar, Away reps stated that the original The Expandables collection was a limited edition run, which the company then took consumer learnings from to inform this new launch. And that could very well be true. It’s just strange that our coverage of the launch back in 2019 and other outlets’ stories didn’t mention any details about limited editions back then. 

Given that Away’s original soft-sided bags launched in October of 2019, just months before the COVID-19 pandemic ground global travel to a halt, it’s also plausible that the brand’s initial visions for the category were just a victim of bad timing. 

Still, whatever the reasoning behind the reboot, now feels like a good time, given that industry analysis from companies like McKinsey & Company predicts travel will rise again year over year in 2024.

GREAT FEATURES IN A NEW FORMAT

Away Softside bag shown open to reveal the compression panel and interior organization pockets
The Softside collection shares many of the standout features of Away’s hard-sided line, although it doesn’t open like a clamshell.
Away

Like the hard-sided bag we’ve dubbed the best overall carry-on bag for years, the new Softside collection features a compression pad, telescoping handle, 360-degree wheels, and a drawstring laundry bag. It also comes in the same size options as its hard-sided cousin. 

How the bags open, though, is notably different, albeit familiar to anyone who’s used soft-sided luggage before. Instead of a traditional clamshell design, a front zippered top flap opens to provide access to the main compartment. Somewhat confusingly, though, there is a zipper running down the middle of the suitcase that can allow the bag’s main compartment to expand.

A hand putting a small wallet into the front zipper pocket of an Away Softside suitcase
The two front pockets on Away’s Softside suitcases are discretely integrated into the bag’s overall design.
Away

The two front pockets for storing smaller items are also a nice design touch. Their discrete integration makes it hard to tell they’re even there, especially from a distance, potentially eliminating the temptation for would-be thieves to take a look.

A proprietary stabilizer for helping the bag stay balanced and upright when full and a color-matched TSA-accepted padlock round the Softside collection’s feature set out.

Notably, the luggage also costs significantly less than Away’s hard-sided line.

The Pros and Cons of A Soft-Sided OPTION

A hand pulling the bottom handle of a salmon-colored version of Away’s Softside carry-on luggage that’s sitting on its back against a grey backdrop.
The initial Softside collection is available in four different colors, each of which is highlighted in the images inside this story.
Away

Hard-sided suitcases will always do a better job of protecting contents from damage due to rough handling. They’re generally better at protecting your suitcase contents from lousy weather and are easier to clean. 

The same rigid shape responsible for these critical benefits also has a downside. 

For one, hard-sided luggage lacks give, making it harder to pack, especially if you’re attempting to squeeze one final thing in. It’s also harder to squeeze into tight storage spaces like crammed overhead bins, trunks and luggage racks. 

“Given the boost the brand gave hard-sided luggage a decade ago, it’s natural to wonder how the Softside collection might impact the current sales equilibrium between the two main luggage types.” 

Over time, the rigid paneling of hard-sided suitcases will also develop visible dents and scratches. While some view this patina as a badge of pride, others may be miffed at seeing their luggage quickly look worn. Soft-sided luggage isn’t immune from travel battle scars either, but its more forgiving design can help keep bags looking better for longer. 

Based on these reasons as well as price considerations, it’s not surprising that 90 million U.S. travelers use soft-sided luggage, according to Away. Away also shared that 50 percent of U.S. luggage sales are still for soft-side bags.

Given the boost the brand gave hard-sided luggage a decade ago, it’s natural to wonder how the Softside collection might impact the current sales equilibrium between the two main luggage types. 

Your guess is as good as ours for now. But if a soft-sided luggage trend gains momentum again and returns to the default it once was, Away is at least now in a better position to win.

Read More

,