Lululemon, Nike, and Away all sell aspiration, hope, and a lifestyle, which get them to valuations higher than shoe, yoga pants, and luggage companies do. There are of course variations on design and differentiation in technology in each of those, but the value is in the brand.

To be fair, a lot of people wear shoes and yoga pants. Probably more people than have a smartphone for the former at least.

A lot of people travel and need luggage as well. I’m not suggesting Away would ever be worth anything close to Nike but is it realistic to think it could be worth several billion? Sure.

The stocks app tells me that Samsonite is worth $3bn+. So yeah, why not?

You do realize people do not run through their luggage like yoga pants or sneakers.

Most people use the same luggage for years, I use mine for atleast 10 years. Where is the logic in your reply?