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

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 collection called In-Between, aimed squarely at tweens and teens. The products were carefully designed with focus groups of young people,…