Interview: Vishesh Khosla and Shruti Dhanda, Co-Founders, Strutt Store

An exclusive interview with Vishesh Khosla and Shruti Dhanda, Co-Founders, Strutt Store, Specialists in Handcrafting Unique and Stylish Soft Luggage

Welcome to today’s interview with Vishesh Khosla and Shruti Dhanda, the dynamic co-founders of Strutt Store, a renowned brand specializing in handcrafting unique and stylish soft luggage. With a shared passion for innovation and design, Vishesh and Shruti have carved a niche in the travel industry by offering luxury luggage solutions that seamlessly blend functionality with fashion.

Today, we have the privilege of gaining insights into their journey, creative process, and the story behind their remarkable success. Join me in extending a warm welcome to Vishesh Khosla and Shruti Dhanda.

Can you share with us the inspiration behind starting Strutt Store and delving into the niche of handcrafting soft luggage?

The inspiration behind launching STRUTT stems from a personal passion for travel and a dissatisfaction with the lack of luggage options that seamlessly blended style with functionality. We envisioned a brand that caters to individuals who appreciate not only the practicality of luggage but also the aesthetics.

During frequent travels the founders, especially while waiting in airports, they observed a notable gap in the market. While the hard luggage segment was dominated by 3-4 ` major players, there was a surprising absence of a dedicated soft luggage brand.

In a world where a significant portion of the population was engaging in air travel, and with the increasing demand for quick check-ins and check-outs, the need for a reliable and stylish soft luggage brand became evident.

Moreover, the founders identified a crucial aspect of utility in luggage design. Rather than merely creating box-like compartments, they recognized the necessity for thoughtful compartmentalization to facilitate convenient packing and easy access to belongings. It was this combination of recognizing market dynamics and addressing a fundamental need for functionality that gave rise to the distinctive vision and ethos of STRUTT.

How do you ensure the uniqueness and style of each piece of luggage while maintaining the functionality and durability expected by customers?

STRUTT stands out for its commitment to unique design and meticulous craftsmanship. Each piece is not just a bag; it’s a carefully curated travel companion that reflects the latest trends in your travel statement. The fusion of contemporary design elements with traditional craftsmanship sets us apart, ensuring that our luggage is not only a functional travel companion but also a stylish statement piece.

What distinguishes STRUTT  from other luggage brands lies in the essence of each bag being exceptionally unique. Our primary emphasis revolves around innovative compartmentalization, with a keen focus on utility, easy access, and the inherent weightlessness of our bags.

Features such as built-in packing cubes in backpacks, strategically placed packing straps and laptop compartments in duffle bags, and the concept of modular bags that adapt to your daily needs are testaments to the unparalleled uniqueness of our products.

Every category we introduce carries its own distinct design philosophy, ensuring that each piece is crafted with intention and purpose. We take pride in utilizing the finest materials for our creations, and what sets us apart is our commitment to offering affordable luxury.

Unlike many, we believe that high-quality design concepts should not come at a premium – they should be fun travel companions which make travel easy and convenient, making our products not just stand out in terms of innovation but also accessible to those who appreciate the blend of style and functionality.

How do you ensure the uniqueness and style of each piece of luggage while maintaining the functionality and durability expected by customers?

The uniqueness and style of each STRUTT luggage piece are deeply rooted in the needs and preferences of our diverse travel community of over 100,000 STRUTTERS. We prioritize continuous engagement with our travellers, actively seeking and valuing their feedback. This dynamic interaction serves as a cornerstone of our design process. One of our key strengths lies in our ability to evolve rapidly in response to customer insights.

In the ever-changing landscape of travel, we understand the importance of staying ahead. Whether it’s adding an extra pocket for convenience, incorporating a dedicated shoe compartment, or introducing new color variations, these enhancements are direct outcomes of the ongoing conversations we have with our vibrant travel community.

A standout feature that exemplifies our commitment to customer-centric design is the ability for travelers to customize their entire travel bag, tailoring it to precisely meet their unique needs. Strutt Store takes pride in being the first in the world to offer this level of customization , and this innovation is a result of numerous insightful discussions with our travelers offering them a level of personalization and functionality that is unmatched in the industry. As we continue to push boundaries, there’s much more in store for the future.

Could you walk us through the process of handcrafting a piece of luggage at Strutt Store, from concept to final product?

The handcrafting process at  STRUTT begins with conceptualization, where our design team sketches ideas and considers customer preferences. Once the design is finalized, we move to material selection, carefully choosing premium materials for durability and style. Skilled artisans then bring the design to life, meticulously crafting each piece by hand. Quality checks are conducted at every stage to ensure that the final product meets our stringent standards before reaching our customers.

What challenges did you face when establishing your brand, and how did you overcome them?

One of the most significant challenges we encountered during the establishment of our brand was launching a soft luggage brand merely five months before the onset of the COVID-19 pandemic. This presented a unique set of hurdles on top of the standard challenges faced by any startup.

Navigating through the uncertainties and disruptions brought by the global pandemic became a primary focus, and it essentially became a matter of survival for our brand. The key to overcoming this adversity lay in our ability to evolve, adapt, and, most importantly, listen closely to the voices of our travelers

Rather than succumbing to the challenges, we used them as catalysts for innovation. The journey involved continuous refinement of our strategies, adjusting our business model to the changing landscape, and staying attuned to the needs and concerns of our community. Through unwavering perseverance and the support and faith of our travelers, we not only weathered the storm but thrived.

The journey was a testament to the resilience of our founders and the incredible loyalty of our travellers. By maintaining a focus on the evolving needs of our travelers and a commitment to constant improvement, we not only survived the initial challenges but also reached a point where we stand today — a testament to our ability to not just endure but flourish in the face of adversity.

Sustainability is becoming increasingly important in the fashion industry. How does Strutt Store incorporate sustainable practices into its manufacturing processes?

Strutt Store is deeply committed to sustainability. We actively seek eco-friendly materials and manufacturing processes, minimizing our environmental impact. From sourcing recycled materials to exploring sustainable packaging options, our goal is to create products that align with the growing demand for ethical and sustainable practices in the fashion industry.

How do you stay updated on the latest trends and preferences in the luggage market, and how does this influence your design decisions?

Staying updated on industry trends is a continuous process for Strutt Store. We actively engage with our community, monitor social media, attend fashion events, and Furthermore, we maintain a robust network of industry professionals and constantly monitor fashion publications and online forums dedicated to travel and lifestyle.

This real-time feedback loop informs our design decisions, ensuring that our luggage remains relevant for our travellers.

What advice would you give to aspiring entrepreneurs looking to break into the fashion or luggage industry based on your own experiences with Strutt Store?

Our advice to aspiring entrepreneurs entering the fashion or luggage industry is to combine passion with practicality. Understand the market, identify gaps, address convenience, and strive to fill them with a unique proposition.

Embrace challenges as learning opportunities and stay true to your brand’s identity. Build a reliable network, be open to innovation, and prioritize customer satisfaction. In an ever-evolving industry, adaptability and a commitment to quality will set you apart.

In conclusion, our interview with Vishesh Khosla and Shruti Dhanda, co-founders of Strutt Store, has been nothing short of inspiring. Their dedication to craftsmanship, commitment to excellence, and unwavering passion for innovation shine through in every aspect of their work.

As they continue to redefine the landscape of soft luggage design, Vishesh and Shruti serve as a beacon of creativity and entrepreneurial spirit. We extend our heartfelt thanks to them for sharing their time, expertise, and invaluable insights with us today.

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