Up, Up And Away
How two young entrepreneurs used relentless online marketing to make a fortune in suitcases.
Jen Rubio was rushing through the Zurich airport when her suitcase broke. She stuffed her clothes back inside and ducttaped the mess. Then she asked her 2,600 Facebook friends for advice on what suitcase to buy. No one had a good answer.
Rubio was an early employee of Warby Parker, the company that upended eyeglass retailing by cutting out the middleman. “I started thinking, How do we do what Warby Parker did for glasses?” she says. “How do we take something really simple, and make people care about it?” If a direct-to-consumer business can displace opticians, surely it can displace luggage stores.