– Away we go. With borders open this summer, travelers are eager to make a triumphant return to their European vacations (nevermind the flight cancellations and lost luggage). But others have stuck by pandemic-era travel trends, like the local road trip or outdoor adventures.

Whichever type of trip travelers choose, Away is positioning itself to address vacationers’ needs. The company, now synonymous with its hardshell suitcases, debuted a new line of duffle bags and backpacks this summer geared toward outdoor adventuring. The launch represented a long-planned pivot from the carry-on suitcases that became ubiquitous among city travelers.

“We’d always made a large variety of travel goods, but if you looked at our portfolio, we were really only serving the city trips and weekend getaways,” says CEO Jen Rubio. “As consumer behavior changed through the pandemic and people were taking more outdoorsy, adventurous trips, we realized we weren’t serving that need.”

Courtesy of Away

The company was valued at over $1 billion with more than $150 million in funding before the pandemic. In 2020, cofounder and CEO Steph Korey stepped down following allegations of a toxic work environment. Rubio, also a cofounder but with a focus on branding and marketing, took over as CEO a year later. The company conducted layoffs during the pandemic and now has a headcount of about 250.

Rubio and I spoke over Zoom last week, shortly after she’d returned from a trip to Italy. (“Just like everyone else this summer,” she joked.) While Rubio is among the cohort to choose trans-Atlantic travel this summer, she wants to serve a wider array of customers.

Away began work on its new outdoors line, F.A.R., 18 months before its June debut. Part of the challenge for consumer businesses in this stage of the pandemic has been figuring out which trends are temporary and which are here to stay. Away is betting that the increase in outdoor travel is a permanent consumer shift. The company says that since the launch of the F.A.R. line it has seen customers’ lifetime value increase “significantly” from a previous customer average two or three purchases. Its suitcases start at $275 and sell for as much as $745, while its new outdoor bags start at $150. Rubio expects these outdoor travel products to eventually make up one-fourth of the company’s business.

Courtesy of Away

While outdoor travel has increased in popularity since 2020, it remains an intimidating prospect for some. “I was one of those people who was intimidated to go into an REI,” Rubio recalls of her pandemic move to Colorado. The F.A.R. line is meant to be approachable, she says, with its bright colors and activity-based advertising, for the hardcore trekker and new hiker alike. The line also has a higher share of male customers than Away’s core offerings do.

F.A.R.’s launch is Away’s first foray into a significant new category—but not its last. Rubio envisions the company developing new products to serve luxury travelers and participants in wellness retreats. “It’s really exciting to branch out,” she says.

Emma Hinchliffe
emma.hinchliffe@fortune.com
@_emmahinchliffe

The Broadsheet is Fortune’s newsletter for and about the world’s most powerful women. Today’s edition was curated by Paige McGlauflin. Subscribe here.

ALSO IN THE HEADLINES

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- In her shoes. Japan’s prime minister replaced his female minister in charge of addressing the country’s falling birthrate with a male former bank executive. Masanobu Ogura, who is married with no children, replaced Seiko Noda, a mother of one who recently blamed a male-dominated political spectrum for Japan’s “indifference and ignorance” on birthrates. Ogura and two other lawmakers have taken to wearing a 16-pound fake belly to understand the experience of carrying a child. Bloomberg

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IN CASE YOU MISSED IT

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- Going green. Men have long dominated the energy sector, but a network of nonprofits and tradeswomen groups are working to change that. The field is expected to grow rapidly over the next few years, and experts believe women can particularly benefit from these “family sustaining jobs.” Some organizations are also piloting childcare programs and anti-harassment trainings for men to combat the industry’s infamous “bro culture.” 19th*

ON MY RADAR

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PARTING WORDS

“I want the little girl in me and the little girls just like me who are watching to know that they’re special, and that they should be a princess in every single way. There’s no reason that they shouldn’t be. That reassurance was something that I needed.”

-Actor and singer Halle Bailey on the importance of becoming the second Black Disney princess for her upcoming role in The Little Mermaid.