
Away
Ethyca partners with Away to integrate robust privacy infrastructure into their travel and lifestyle ecosystem, ensuring secure and compliant data flows for millions of travelers worldwide.
Modern travel for a mobile generation.
New luggage for the new global traveller.
Away is a travel and lifestyle brand built for today’s consumer: digitally native, design-conscious, and always in motion. Its direct-to-consumer model disrupted the traditional luggage industry by focusing on thoughtful product design, seamless commerce, and a cohesive customer journey across digital and physical channels. Since its launch, Away has shipped millions of travel essentials worldwide, opened flagship retail locations in major cities, and cultivated a brand that speaks to the aspirations of modern travelers.
This is more than luggage, it's a system of tools for the way people live now. And with global expansion, omni-channel engagement, and personalization at the core of its business, Away’s growth depends on managing sensitive data with precision, care, and trust.

We believed we could take a direct‑to‑consumer model and apply it to luggage—bringing quality and design to travelers like never before.”Jen Rubio, Co‑Founder & CEO, Away
Scaling data for global commerce in motion.
Away’s operating model spans continents, platforms, and physical retail. Every interaction—from cart to customs, from warranty claims to referral codes—touches customer data that must be securely handled and ethically used. And as the brand deepens its relationship with travelers through loyalty programs and international expansion, the complexity of consent management, jurisdictional compliance, and data subject rights only grows.
This demands more than cookie banners or static policies. It requires privacy infrastructure that aligns operational agility with legal rigor, that is capable of governing data in motion without degrading experience. For a company that builds products for people on the move, governance must be real-time, resilient, and invisible. Because trust needs to be established at purchase and maintained in every data interaction that follows.
Suitcases sold
Annual revenue
Valuation
Countries globally