Not your average brand story…
At Mountain Adventure, we are proud to represent Pacsafe in New Zealand. Sure, we could write a classic brand blog about this inspirational partner. Timelines, product features, milestones. But let’s be honest, that’s not how this bold brand -that is still owned and operated by its founders Rob Schlipper and Magnus McGlashan- rolls.
So what about a story where a pot plant decides when it’s time to upgrade? Where a two-man team fakes a multinational presence, where global crises provide new opportunities, and where stubbornness gets you the best booth in the house? Because Pacsafe isn’t just about locks, zippers, and slash-proof fabric. It’s about thinking sideways, taking risks, and turning curveballs into launchpads. And sometimes with a bit of chaos thrown in. Just how we like it!
Here are a few of our favourite lessons from Pacsafe. Stories that prove when you follow your gut, back your ideas, and maybe ignore a few locked doors, great things happen.
Solve your own problems first
The idea that kicked off Pacsafe didn’t come from a boardroom or a brainstorm. It came from Rob’s multiple encounters with bag theft while travelling the globe and from lying wide awake on a nighttime train through Morocco, clinging to his backpack like a human padlock to protect his belongings from being snatched.
Later, while living in Hong Kong, Rob used his engineering background to build the first samples of a wire net that could lock over a backpack. Then he got his old travel buddy Magnus to see what he was up to and before long, Magnus was in. They got to work, refined the design, and pulled together enough marketing material to get things off the ground.
Their first invention, the backpack protector with eXomesh (a stainless steel wire barrier), is now integrated into almost every Pacsafe bag, from crossbody to carry-on. It helps protect people from slash-and-grab thefts in hostels, airports, bus stations, and just about anywhere adventure takes them. Over time, what started as a niche solution for rugged travellers evolved into everyday peace of mind for anyone with somewhere to go and something to protect.
The best ideas often come from uncomfortable moments. If something bugs you enough to keep you awake at night, it might just be the beginning of something brilliant.
Let a pot plant call the shots
Not long before Pacsafe became the go-to brand for anti-theft travel gear, Rob and Magnus ran its global empire out of a cramped, shared apartment in Wan Chai, Hong Kong.
To create some sense of order, Rob built a big shelf above their makeshift workspace. One end held Magnus’s modest wardrobe. The rest was for business files. And at the very edge stood a lone pot plant, holding the line like a leafy little trooper.
With every new customer came a new box file. And with every new file, the pot plant got nudged closer to the edge. One day, watching it inch toward doom, Magnus declared: “Once that plant runs out of room, we’re getting a real office.” Rob, ever pragmatic, agreed.
The following year the business boomed, and they both quickly forgot. Then one day, it happened. Another file went on the shelf, and the pot plant tumbled to the ground.
Rob stood up, walked out the door, and returned a few hours later. “We got a new office”, he said. “We move in next week.”
That move marked a new chapter. With more space, Pacsafe expanded quickly. From one wire mesh anti-theft net, they grew into a full range of travel gear including slash-resistant pouches and lockable backpacks. This all started with a shelf, a plant, and a bargain.
Yep, sometimes it takes a falling pot plant to remind you it's time to grow, so don’t underestimate the power of a small signal. Especially the leafy green kind.
If the door seems locked, climb through the window
When Pacsafe launched their very first product in 1998, they aimed big. And by big, we are talking about the largest outdoor travel trade show in the United States: Outdoor Retailer.
The only problem? They weren’t invited.
Magnus and Rob discovered a brochure about the Outdoor Retailer event at a hostel they were staying in six months earlier. They called to inquire about participating but were told the event was already full. Believing strongly that they should showcase their product, they continued to call, fax, and email the Outdoor Retailer team every day but were consistently turned away.
That August, they gathered the last of their savings and flew to Salt Lake City. They arrived a day before the event and waited outside the venue, asking the event planners for a small booth space each time they walked by. But all they were told was that every booth had been booked out for over a year.
Then, like all good stories, a twist. At 6 PM that night, one of the planners came out and informed them that a company had just backed out and one of the best spots on the floor had become available.
Who got the booth? Those two persistent Australians!
Their product rocked the place, and the prime location did the trick. So did their business cards, which showed phone numbers in the US, Hong Kong, Germany, and Australia, all cleverly routed to their two-man office. Attendees assumed they were already a global brand. And just like that, Pacsafe landed orders from REI, one of the biggest adventure retailers in the US.
Within eight months, they had their first product on shelves. Three years later, they were operating in 27 countries, and a year after that trade show, they won Backpacker Magazine’s Editor’s Choice award. Not bad for a couple of guys who weren’t even supposed to show up.
Sometimes success is just a mix of persistence, charm, and a complete disregard for locked doors. Never take no for an answer as you never know when the best booth in the house might become your catalyst.
Copy rights: Leah Hogsten/The Salt Lake Tribune
If this Pacsafe works here, it works anywhere
Pacsafe may have started selling products in 1999, but it wasn’t until 2016 that they opened their very first physical store. Not in Australia, where the founders are from, and not in Hong Kong, where the business first took off. Instead, they chose the Philippines.
Why? Because the Philippines just got it. Filipinos embraced the brand from the start. They understood the quality. They understood the concept. And they travel. A lot. According to Magnus, Filipinos are probably some of the most travelled people in the world.
So much so that Pacsafe has made a habit of sending new products to the Philippines first. If a bag could survive the hustle and meet the high standards of Filipino travellers, then it was ready for the rest of the world.
When you want to know if your idea really works, don’t test it in a bubble. Find your toughest, most passionate audience and start there. If they love it, chances are you’re onto something good.
Roll with the punches
If there’s one thing Pacsafe knows how to do-besides outsmarting pickpockets- it’s making the best of a tough situation. While most companies might buckle under the pressure of global crises, Pacsafe used them as launchpads instead.
After 9/11, and with SARS hitting shortly after, it felt like the world hit the pause button. Travelling stopped and sales plummeted. You’d think that would be game over. But instead of panicking, Pacsafe saw a strange silver lining: with production slowing down and stock levels dropping, they had a bit of breathing room and cash flow.
So they went all-in on brand building.
First, they brought in a branding agency to shake things up. It was the kind of bold move that only a crisis could have inspired, and it paid off. The brand’s personality started to shine through.
The next breakthrough? Handbags. Yes, really!
At a trade show in 2005, a curious retailer asked if Pacsafe could create something a bit more stylish. The team, brilliant in engineering but admittedly light on fashion design, realized they needed fresh creative minds. They brought real designers on board, and voilà - the Citysafe was born. A sleek, secure bag that blended fashion with function. Sales exploded, growing from $20,000 to over half a million in just 18 months.
Turns out, when the world turns upside down, it’s the perfect moment to tighten the straps and climb high.
Grow where the gaps are
Pacsafe started with one product: the original wire mesh net. Simple. Effective. But soon, a problem popped up: not every bag fit the net. So, they did what any clever company would do. They made more versions.
Different sizes. Different names. Suddenly, one product became eight. Then came new categories altogether. They designed anti-theft gear for wheeled luggage. They created a sliding buckle system that’s still used in Pacsafe products today, nearly two decades later. They tried things. Some worked, some didn’t. But the ones that did are still on shelves now.
The Wrapsafe cable. The Coversafe pouch. And the little bag that could: the Metrosafe 100 (later renamed LS100), just to name a few. All early releases, and still a top seller today. What started as a fix for one problem turned into a growing range of solutions. And instead of throwing out the old as they grew, Pacsafe just kept building on what worked. The DNA of those early inventions still runs through today’s designs.
Innovation doesn’t always mean starting from scratch. Sometimes it just means spotting what’s missing and making something that fits. Listen to the gaps as they’ll tell you exactly where to grow next.
Get the right people on board
Pacsafe’s story has always been about more than just gear and security. It’s also about the people who live and breathe the spirit of adventure. Some people just get travel. Not in a casual holiday kind of way, but in a been-on-a-cargo-ship-through-the-Pacific kind of way. And Thor Pedersen lives it to the core.
Thor is the first person to visit every country in the world without taking a single flight. That’s 203 countries, over almost ten years, using only trains, boats, buses and whatever else could get him across borders. He did it with grit, patience, and an impressive collection of passport stamps. Along the way, he also served as a goodwill ambassador for the Danish Red Cross.
Pacsafe saw someone who truly understood the highs and lows of global exploration. So they brought Thor on board. He’s experienced just about every travel scenario imaginable, tested the EXP35 Anti-Theft Travel Backpack during his travels and now helps Pacsafe share inspiring travel stories and smart travel advice as their Global Travel Expert. If there’s anyone who knows the value of keeping your gear safe, it’s the guy who’s carried it through every country on earth.
Success isn't just about what you create; it's about the people you align with. Surround yourself with people who’ve walked the walk.
Note of appreciation:
Some of the information in this blog was sourced from Australian writer Tim Hawken’s work, based on his direct contact with Rob and Magnus. We acknowledge his contribution in helping us piece together this story. Thank you, Tim.