Away Appoints New CEO as It Expands Sales Channels
In a strategic move aimed at enhancing its market presence, Away has appointed Jessica Schinazi as its new Chief Executive Officer. This transition comes as the travel and lifestyle brand seeks to expand its sales channels and adapt to the ever-changing retail landscape. Schinazi, who has been serving as President of the company, is stepping into the lead position as co-founder Jen Rubio transitions to an executive chair role on the board.
The leadership change at Away marks a significant moment for the company, which has been at the forefront of the direct-to-consumer travel accessories market since its inception in 2015. With Schinazi at the helm, Away aims to bolster its operational strategies and explore new avenues for growth, especially in the wake of the pandemic that reshaped consumer behavior and travel patterns.
Under Schinazi’s leadership, Away is expected to focus on diversifying its sales channels. This initiative is crucial as retail dynamics shift; consumers are increasingly turning to online platforms for their purchasing needs. The emphasis on e-commerce is not just a response to consumer preferences but also a necessity for brands looking to thrive in a competitive marketplace. In fact, according to a report by eMarketer, U.S. e-commerce sales are projected to exceed $1 trillion by 2023, demonstrating the immense potential for brands like Away to capitalize on this trend.
Away has already made strides in this direction by enhancing its digital infrastructure. The company has invested in user-friendly website enhancements, optimized mobile shopping experiences, and robust online marketing strategies. As a result, Away has seen significant increases in its online sales, which have been a vital lifeline during times of restricted travel. Schinazi’s experience in driving digital growth will be an asset as the company continues to refine its online presence.
Additionally, the expansion of physical retail locations is another key component of Schinaziโs vision. With the gradual return of travel, Away recognizes the importance of experiential retail. The brand has previously opened stores in key markets, allowing consumers to interact with its products before making a purchase. This tactile experience is particularly valuable in the luggage industry where quality and functionality play a critical role in consumer decision-making. By strategically increasing its brick-and-mortar footprint, Away can create immersive experiences that resonate with customers and strengthen brand loyalty.
Moreover, Away’s collaboration with retailers is set to increase. Partnerships with established retail chains can provide the brand with access to broader customer bases and enhance its visibility in the market. By strategically aligning with retailers that share a similar target demographic, Away can leverage both brands’ strengths to create a compelling shopping experience. This multi-channel approach is a proven strategy for driving sales and fostering brand loyalty, as evidenced by other successful brands in the retail space.
The leadership change also reflects a broader trend in the retail industry where collaborative leadership is becoming increasingly important. Jen Rubio, as co-founder, brings invaluable insights and a strong vision for the brand. Her transition to the executive chair role allows her to continue shaping Awayโs strategic direction while enabling Schinazi to implement operational changes without being overshadowed. This balance of leadership roles can be critical in maintaining a brand’s identity while pushing for growth.
Moreover, Away’s commitment to sustainability and responsible sourcing is likely to continue under Schinazi’s leadership. The brand has made efforts to produce environmentally friendly products and packaging, resonating with a consumer base that increasingly values sustainability. In a world where consumers are becoming more conscious of their purchasing decisions, maintaining a focus on eco-friendly practices can differentiate Away from its competitors and strengthen its market position.
In conclusion, Jessica Schinaziโs appointment as CEO is a strategic move for Away as it seeks to expand its sales channels and adapt to the changing retail landscape. By focusing on e-commerce growth, enhancing physical retail presence, and fostering collaborative leadership, Away is well-positioned for success in the competitive travel accessories market. As the company navigates this new chapter, it will be interesting to see how these changes influence its brand identity and overall consumer engagement.
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