Away has launched its third-generation luggage line, known as the Series 3, marking a significant shift in the company’s “smart luggage” philosophy. Since introducing the original Carry On suitcase in 2016, Away established itself as a leader in travel accessories, famous for its sleek polycarbonate exterior and viral social media marketing. The debut model gained the nickname “smart luggage” largely due to its ejectable portable battery, a feature that addressed the then-scarce availability of charging stations in airports. That pioneering design prompted numerous competitors to replicate the concept.
However, ten years later, the new Series 3 lineup removes the integrated battery entirely. Instead, the brand is doubling down on what it terms “invisible tech,” focusing on mechanical improvements such as a newly engineered wheel system and an enhanced telescoping handle. The external appearance remains consistent with the design that built the company’s loyal customer base.
Sarah Amidi, Away’s senior vice president of Brand, told WIRED that the company has historically resisted the “smart luggage” label. Speaking from the company’s design studio in New York City’s SoHo district, Amidi noted that while the original USB charging port made practical sense given the travel pain points of 2016, the landscape has changed. Charging solutions are now ubiquitous, reducing the unique value proposition of a built-in battery. She also highlighted that the ejectable battery design was ahead of its time regarding evolving regulations around traveling with power banks.
The new Carry-On 3 is priced at $328. Alongside the Series 3, Away is also showcasing its Signature Collection of travel bags. This release follows a decade during which the brand’s original launch helped define the modern travel accessory market.
Invisible tech is the future. If it doesn’t add unnecessary weight or failure points, why keep it? Solid move by Away.
So expensive for less tech? I miss being able to charge my phone directly from the bag without carrying a separate power bank around.
I actually prefer this. Built-in batteries always felt like a gimmick that broke after two years. Glad they focused on the wheels instead.