Away plans to open a new store in San Jose, California, on Friday.
The D2C luggage brand said that its store openings trigger a 150% lift in e-commerce within the local market.
Away's store openings are intended to help it achieve a "strategic return to growth."
- The opening this week follows reports in February that Away was considering selling its business.
- The brand's sales fell by 90% during the pandemic but recovered by the end of 2022.
- Away has been reshuffling its top executives since 2020.
- The firm hired former Foxtrot executive Carla Dunham as its chief marketing officer in January.
