Choosing the right luggage often feels like navigating a maze. You’re faced with a sea of brands, each promising durability, style, and effortless travel. The core problem for many modern travelers is deciding where to invest their money: in a trendy, direct-to-consumer darling with a cult following, or a stylish, accessible alternative from a retail giant?
This dilemma is perfectly captured in the showdown between Open Story, Target’s chic in-house brand, and Away, the brand that arguably redefined the luggage industry for millennials and Gen Z. One offers premium features at a fraction of the price, while the other boasts a robust lifetime warranty and a powerful brand identity. Making the wrong choice can lead to buyer’s remorse, whether from overspending on features you don’t need or buying a suitcase that doesn’t withstand the rigors of your travel style.
This comprehensive comparison will dissect every critical aspect of both brands, from material quality and wheel performance to warranty policies and overall value. The goal is to equip you with the detailed insights needed to make a confident decision that perfectly aligns with your budget, travel frequency, and personal priorities.
Meet the Contenders: Two Modern Approaches to Travel
Understanding the philosophy behind each brand is key to grasping their fundamental differences. Open Story and Away cater to similar aesthetics but serve distinct market strategies and consumer needs. They represent two different answers to the modern traveler’s call for stylish, functional luggage.
Open Story is Target’s answer to the premium luggage market, designed to capture the attention of style-conscious shoppers without the high-end price tag. The entire brand ethos revolves around accessibility—offering designs and features, like expandable zippers and thoughtful organization, that are typically found in more expensive suitcases. Away, on the other hand, built its empire on a direct-to-consumer model, cultivating a powerful brand image of sophisticated, seamless travel. Their focus is on creating a durable, minimalist suitcase backed by a lifetime warranty, positioning it as a long-term investment.
What is Open Story Luggage?
Launched by Target, Open Story provides travelers with a collection of luggage that is both aesthetically pleasing and highly functional. The brand emphasizes providing premium features, such as 360-degree Hinomoto spinner wheels, durable polycarbonate shells, and YKK zippers, at a remarkably competitive price point. One of its most significant advantages is its sheer convenience; you can walk into a Target and physically interact with the suitcase before buying, a tangible experience the online-only competition can’t offer.
The collection includes a range of products from carry-ons and checked bags to backpacks and packing cubes. A standout feature across many of their hardside cases is the 2-inch expansion zipper, offering valuable flexibility for travelers who tend to return with more than they left with.
What is Away Luggage?
Away burst onto the scene and quickly became an iconic travel brand, recognized for its sleek, minimalist design and durable polycarbonate shell. Their core product, The Carry-On, set a new standard with its thoughtful interior compression system, high-quality spinner wheels, and (formerly) an ejectable battery for charging devices on the go.
The brand’s primary selling point, beyond its Instagram-famous aesthetic, is its limited lifetime warranty. This guarantee covers any functional damage to the shell, wheels, handles, and zippers, making it a compelling choice for frequent flyers who see their luggage as a true investment. Unlike Open Story, Away operates primarily online, fostering a direct relationship with its customers.
The Ultimate Feature-by-Feature Breakdown
When you place these two brands side-by-side, their unique strengths and weaknesses become clear. This head-to-head comparison evaluates the crucial elements every traveler should consider before making a purchase.
| Feature | Open Story (Target) | Away |
|---|---|---|
| Primary Material | Polycarbonate and ABS blend. | 100% Polycarbonate shell. |
| Wheels | 360-degree spinner wheels (some models use Hinomoto). | Premium 360-degree spinner wheels. |
| Key Interior Feature | Multiple zippered mesh compartments and cross-straps. | Signature interior compression system to maximize space. |
| Expandability | Yes, most hardside models expand by up to 2 inches. | Only available on “Flex” models, not standard carry-ons. |
| Warranty | 10-year limited warranty. | Limited lifetime warranty covering functional damage. |
| Price Range (Carry-On) | Approximately $100 – $150. | Approximately $275 – $375. |
| Purchase Channel | Exclusively at Target (in-store and online). | Direct-to-consumer (online and brand stores). |
| Best For | Budget-conscious travelers, those needing flexibility, and in-store shoppers. | Frequent travelers, long-term investors, and brand loyalists. |
Durability and Materials: A Tale of Two Shells
Both brands utilize polycarbonate for their hardside luggage, a material known for its lightweight durability. However, there’s a subtle but important distinction. Away uses a 100% polycarbonate shell, which is renowned for its ability to flex under pressure and resist cracking. Lab tests and long-term user reviews confirm that Away suitcases can withstand significant abuse.
Open Story often uses a blend of polycarbonate and ABS plastic. While still durable, this composition can be slightly more rigid and potentially more prone to cracking under extreme impact compared to pure polycarbonate. That said, many users report that the Open Story shell is impressively tough for its price point and perfectly adequate for the average traveler.
Wheels and Maneuverability: The Glide Factor
A suitcase is only as good as its wheels, and both brands deliver a smooth ride. Both feature 360-degree spinner wheels that allow for effortless gliding through airport terminals. Away has long been praised for the exceptional quality of its wheels, which roll smoothly and quietly over various surfaces, from polished floors to carpet.
Open Story also equips its bags with high-quality spinner wheels, with some early models even boasting premium Hinomoto wheels—the same type used by many luxury brands. While there might be a slight edge to Away in terms of buttery smoothness, the real-world performance of Open Story’s wheels is excellent and a significant step up from typical budget luggage.
Interior Organization and Packing Space
Inside the suitcases, the design philosophies diverge significantly. Away champions a minimalist approach with its signature compression system. One side of the clamshell is an open compartment with a compression pad that buckles down, allowing you to pack more clothes into a smaller space. The other side is a large zippered mesh compartment. This design is highly effective but benefits from the use of packing cubes for maximum organization.
Open Story, conversely, focuses more on built-in organization. Its interior typically features multiple zippered compartments and mesh pockets, allowing for easy separation of items without relying on additional accessories. For travelers who prefer a more structured packing style, this layout can be more intuitive. This approach is somewhat similar to the principles found in 80/20 hardside luggage, where compartments are designed for specific packing purposes.
Beyond the Suitcase: Warranty and Value
The long-term value of a suitcase is heavily influenced by its warranty. This is where Away establishes its most significant advantage. The limited lifetime warranty is a cornerstone of its value proposition. Away promises to repair or replace a suitcase if its wheels, handles, zippers, or shell sustain functional damage—forever. This peace of mind is a major factor for frequent travelers who put their bags through intense wear and tear.
Open Story offers a 10-year limited warranty, which is very generous for its price point and far surpasses the standard for most luggage sold at big-box retailers. While not a lifetime guarantee, a decade of coverage against manufacturing defects is substantial and demonstrates confidence in the product’s quality. For the occasional traveler, this is more than sufficient.
The “Target Factor”: A Unique Advantage for Open Story
One of the most compelling, yet often understated, advantages of Open Story is its retail context. The ability to go to a physical Target store, see the different colors, feel the texture of the shell, test the handle, and roll the suitcase around is invaluable. This tangible experience eliminates the guesswork of online shopping.
Furthermore, this accessibility is a lifesaver for last-minute needs. If your old suitcase breaks the day before a trip, you can purchase a high-quality replacement immediately. This convenience, combined with Target’s straightforward return policy, provides a level of assurance and immediacy that a direct-to-consumer brand like Away cannot match.
The Final Verdict: Who Should Buy Open Story and Who Should Buy Away?
Ultimately, the choice between Open Story and Away hinges on your individual priorities as a traveler. There is no single “best” option, only the one that is best for you. This decision is similar to choices faced by consumers in other luggage comparisons, such as the popular Béis vs Away vs Monos debate, where brand ethos and specific features appeal to different users.
You Should Choose Open Story If:
- Budget is a primary concern. You get a remarkable amount of style and functionality for a fraction of the price of premium brands.
- You value packing flexibility. The expandable zipper on most models is a significant practical advantage for over-packers or souvenir shoppers.
- You want to see before you buy. The ability to physically inspect the luggage at a Target store is a major plus.
- You travel occasionally. The durability and 10-year warranty are more than adequate for a few trips per year.
You Should Choose Away If:
- You are a frequent traveler. The superior durability and lifetime warranty justify the higher cost as a long-term investment.
- You prioritize brand and aesthetic. Away’s minimalist design and strong brand identity are a significant part of its appeal.
- You need maximum packing efficiency. The interior compression system is highly effective for fitting in as much as possible.
- You value exceptional customer service. Away’s reputation for honoring its warranty and providing replacements is a huge draw for peace of mind.
Conclusion: An Investment vs. a Smart Purchase
The battle between Open Story and Away is a clear illustration of value versus investment. Open Story presents an exceptional value proposition: a stylish, feature-rich suitcase that performs well above its price tag, backed by a solid warranty and the convenience of a major retailer. It is a smart, practical purchase for the majority of travelers.
Away, in contrast, represents an investment in durability, design, and long-term peace of mind. For the road warrior whose luggage is a constant companion, the lifetime warranty and robust construction provide a different kind of value—one measured in years of reliable service and hassle-free replacements. By understanding your own travel habits and budget, you can confidently choose the suitcase that will be your perfect travel partner for years to come.