The quality dilemma – and a story that confirms it all

I have been working in the optics industry for over 35 years.
Throughout all these years, one principle has guided me – both personally and professionally:
Quality determines the future of a company.

That is how I was raised, how I learned, and how I still work today.
One sentence is firmly embedded in my DNA:

“You only get annoyed about the price once – but about poor quality every day.”

Or put another way:
Those with little money should invest in quality – because it lasts longer than any price advantage.

But this is exactly where my dilemma begins.
This year, many potential customers have told me:

“I would buy from you immediately – but your product is too expensive for me.”

My answer is always honest:
Yes, I could build a suitcase that is up to 60% cheaper.
But then I would have to make compromises – in the body, the wheels, the trolley, the exterior material, the seams, and the assembly. (The image shows the inside of the body made from our material (green) and a cheaper new material after quality control (red). 

But then it would no longer be a Pull Up Case.
It would be a licensed product – without our soul and without our promise.

Our suitcases are built to last 10–15 years –
not just 2–3 years like many other typical standard suitcases.
That means less waste, satisfied customers, and peace of mind. 

And then came a moment that absolutely confirmed I was on the right path:

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🔹 A suitcase from 2014 – and a story that touched me

Recently, Cliff Robinson from REVO Sunglasses New York told me,
that since February 2014, he has been traveling around the world with one of our suitcases – several times every year.

11 years of intensive use.
Trade fairs. Visits to retailers. International travel.
Countless flights, transport routes, and demanding assignments.

Of course, the suitcase shows signs of wear on the outside – and it is allowed to.
But the impressive part is:
👉 It still works perfectly.

When I heard that, it was clear to me:
I have to buy this suitcase back.

Not as a trophy.
But to tell this story –
and to make our products even better by learning from every mark, every scratch, and every strain.

This suitcase is proof:
Quality is not a marketing term.
Quality proves itself in everyday use.
And it cannot be produced cheaply.