Away built its reputation on premium luggage. Now, its new soft cooler suggests the travel brand may have a serious opportunity beyond suitcases.

Away became a household name by rethinking the modern suitcase — especially its sleek hard-shell luggage that once featured built-in batteries (a feature the company has since discontinued).

But its latest product moves well beyond traditional travel gear.

The Away Travel Cooler Tote enters a category dominated by outdoor-focused brands rather than luggage companies, putting it directly into competition with names like Yeti, Stanley and RTIC.

Priced at $248, the new cooler bag brings Away’s signature travel-focused design philosophy to an entirely different category — and introduces a few ideas that could make it one of the most practical soft coolers for beach trips, concerts and everyday adventures.

A Cooler Designed Like a Tote First

Away’s biggest advantage may be that it doesn’t look like a cooler.

Many soft coolers are built around a simple formula: maximize insulation, add durable materials and make them easy to carry.

Away takes a different approach.

The Cooler Tote appears to have been designed as a stylish everyday bag first and a cooler second. That philosophy is reflected not only in its appearance but also in the small functional details that make it easier to use outside traditional outdoor settings.

The bag includes:

• Insulated walls designed to maintain temperature
• Comfortable carry handles for hand or shoulder use
• A removable padded shoulder strap
• Exterior slip pockets for smaller essentials
• Integrated attachment loops for towels or blankets

Those last details are where Away separates itself.

Instead of carrying a beach towel, picnic blanket or extra layer separately, users can attach them directly to the outside of the bag.

It is a simple idea, but one that solves a common problem during day trips.

Smart Features That Encourage Everyday Use

Away’s design choices show a clear focus on versatility.

The side grab handles serve multiple purposes, functioning as additional attachment points while also providing extra flexibility when carrying the bag from the car, beach or event space.

There is even a built-in bottle opener, adding another small convenience for outdoor gatherings.

The cooler also uses a traditional zipper closure — a different approach from brands like Yeti, which moved away from zippers on some models in favor of magnetic closures.

That decision may appeal to users who prefer familiar, straightforward functionality.

A Cooler That Doesn’t Look Like Camping Gear

One of Away’s strongest advantages is its aesthetic.

The Cooler Tote avoids the rugged, technical appearance common among many outdoor coolers. Instead, it looks much closer to a premium day bag.

Available in four colors:

• Jet Black
• Navy Blue
• Olive Green
• Cherry Red

the design fits naturally into a variety of situations — from a beach afternoon to a grocery run.

That versatility reflects Away’s background in luggage.

Rather than designing for a single weekend adventure, the company approaches products with the idea that they should fit into years of travel and daily life.

Can Away Compete in the Cooler Market?

Despite the promising design, the biggest question is whether Away can establish itself in a category where other brands already have strong reputations.

The company has attempted category expansion before.

Its Active Collection, which introduced more outdoor-oriented products, has struggled to become a major success. Because of that history, it is reasonable to question whether the Cooler Tote represents a serious strategic move or simply another experiment.

Meanwhile, competitors already have strong credibility.

YETI has built its reputation around durability and insulation performance.

RTIC has earned attention by offering insulated products at more accessible prices.

Stanley has also become a major player in lifestyle-focused drinkware and cooler products.

For Away, the challenge is convincing customers that the $248 price is justified by more than just the brand name.

Availability and Pricing

The Away Travel Cooler Tote is available now directly through Away.

Price:

$248

It is offered in four color options:

• Jet Black
• Navy Blue
• Olive Green
• Cherry Red

The Cooler Tote is available through Away’s official website and retail stores across the United States, United Kingdom and Canada.

At $248, it sits below some premium competitors while remaining more expensive than many soft cooler alternatives.

Ultimately, Away’s success will depend on whether it can prove this is more than a stylish accessory — whether it can become a serious competitor in the soft cooler category alongside established names like Yeti, Stanley and RTIC.

But as a first attempt, the Cooler Tote is undeniably a strong move: thoughtfully designed, highly versatile and unmistakably Away.