Wrapped and ready: Malaysian baggage company Super Strap eyes global expansion

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“This is just a side business for many competitors. For me this is my passion and main business.”
Super Strap Managing Director Hemant Kumar

MALAYSIA. Malaysia’s Super Strap has secured thousands of baggage items in over ten years of operation – and is now intent on expanding internationally.

The premium baggage security solutions provider’s main outlet is at Kuala Lumpur International Airport, with others in Kota Bharu, Tawau, Miri and Labuan.

For Managing Director Hemant Kumar, a recent Super Strap wrapping service opening at Singapore Changi International Airport Terminal 2 marks a turning point for the company. “We hope to go much further over the next five to ten years,” he tells The Moodie Davitt Report.

“I have a simple goal, to provide great quality baggage security at a reasonable price. I want to give passengers peace of mind while travelling in relation to their baggage and make their journey more pleasant. And I want to do this in as many airports as possible in this region and around the world. We are looking at ten countries in the next five years.

“With more expansion I have better economies of scale and I want to pass back some of the savings to the customers.”

Kumar sees Plaza Premium Founder Song Hoi-see – the man who introduced the world’s first pay-in airport lounge for all travellers regardless of their airline or class of travel – as a “great inspiration”. “He has expanded worldwide and by the grace of God we believe we can too,” Kumar says.

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Not tied down: Super Strap’s core business is in baggage wrapping and strapping but the company has diversified its offer in recent times

Specialist services

The Kuala Lumpur International baggage security store has been open since 2010, and offers services such as insured baggage wrapping, strapping and box packaging (the company has had a location at the airport since 2005 but previously only provided a baggage strapping service).

It’s a wrap

Super Strap Managing Director Hemant Kumar had the idea for setting up a baggage security business while working as a customer service officer at Penang International Airport. “I observed and perceived that there is much room to grow and serve in the area of baggage security solutions,” he says.

“Every passenger is concerned about their luggage. Of course they want to secure their baggage. But at what cost? Sometimes to secure your luggage costs more than the price of the luggage itself. I knew we could work something out to provide quality security at the right price and thereby make many people happy.”

Despite sharing ideas with his manager, Kumar was not taken seriously, but decided to go ahead anyway. “I teamed up with a retired gentleman who had been working in the airline industry his whole working life (Kumar owns the business alongside this sleeping partner). We proposed the strapping service concept in Kuala Lumpur International and one year later we were in business.

“I love airports – seeing the many different people traveling, the whole environment. I really want to provide good quality baggage security at an affordable price.”

In the KLIA2 terminal, Super Strap has opened a concept store under different branding – Luggage Central – which adds baggage security products to the usual range of services. “We have many types of accessories but the highlight is the different types of luggage covers which can also be customised,” Kumar explains.

Diversification of the offer is key to the company’s growth ambitions. “As there are many people traveling short distances regularly and more casually, we want to look into their needs as well. We have solutions other than wrapping or strapping for people who think they don’t need a wrap for their short journey.”

As well as the reusable luggage covers, such solutions include tamper-proof locks, TSA locks and portable hand wrappers.

Kumar believes it is vital to cater to all budgets and to list products online so that travellers can buy in advance and have the accessories delivered.

“We also want to partner with interested parties to add our services and products in their stores and come up with custom solutions in the baggage security area. Our first collaboration has paved the way for us to be in Singapore Changi T2.”

Asked what makes his business stand out from others, Kumar says it is attention to detail. “This is just a side business for many competitors. For me this is my passion and main business and I have been in the baggage security line for 15 years.

“We really look into all the details, from the type of machines, how it works, the method of securing bags, the customer service, and so on.

“We always want to improve our offering and see how we can get better. And the best part is this: we can deliver great value at a very reasonable price. High security does not mean high cost. Compared to other operators in Malaysia and this region, our pricing is still the lowest for the value and quality we deliver.”

Kumar also notes that the company has been able to generate more sales than many previous service providers, which might not be specialists in the business. “This is not just the increase that comes with the increase of passengers but much more than that,” he says. “In many cases we generated more than double the sales.”

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Home base: Super Strap’s main outlet is at Kuala Lumpur International Airport, where it has enjoyed strong commercial success

ss-consumer-moreFuture opportunities

Kumar believes the time is right for global expansion. “We have always wanted to expand internationally but we also wanted to make sure that we can deliver the same quality and results at remote locations. That’s why we first expanded locally to airports in Malaysia.”

However, there are many obstacles to overcome. “The biggest frustration we face is the perception from certain airport authorities that all the wrapping service providers are the same,” says Kumar.

“[They believe] That a wrapping service is all about getting a machine, fixing a roll inside and just covering bags. So it is easy to lose the tender to any inexperienced highest bidder. We have seen such operators fail or not make the potential profit.

“Thankfully our customers can clearly see the difference and know the value and quality we can deliver. And the same goes for the authorities in Kuala Lumpur. They are aware of our record in sales and customer service performance.”

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Bags of talent: Hemant Kumar and the Super Strap team in Kuala Lumpur

But with demand for travel growing rapidly Kumar sees “amazing and exciting” opportunities ahead.

“We can help people in many areas besides baggage wrapping and strapping,” he concludes. “When it comes to baggage security solutions we realised that there are still many ways to serve travellers.

“The key is always to understand the concerns they have and how best to come up with a solution.”

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Super Strap’s concept store at KLIA2, called Luggage Central, offers baggage security products and a range of accessories. The latter include luggage covers which can be customised.
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The company has extended its operations to several new locations, including Subang Airport
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