If you were to walk into Katrine Cheong’s latest establishment, you’d be forgiven for thinking that you had just entered a five-star hotel.
But in reality, it’s actually a confinement centre, a place for postpartum care and an industry that’s growing worldwide.
According to a survey by QYResearch, the global confinement centre market is projected to reach US$18.8 billion in 2029, increasing from US$6.742 billion in 2022.
This, Karine attributes, is due to the newer generation of parents growing increasingly concerned about their transition into parenthood.
Simply put, they want to provide the best care for their children possible, as I’m sure all parents do.
And that’s where her Little Precious Postnatal Care (LPPC) seeks to lend a hand.
Full circle
Growing up, Katrine lived in a small room above her parents’ Traditional Chinese Medicine (TCM) shop.
But her eventual jump into something health-related wouldn’t start from there.
“Living in that humble space sparked my initial dreams of creating a luxurious, boutique hotel,” LPPC’s founder shared.
To that end, she would go on to pursue a Master’s degree in Architecture, graduating in 2001.
It was not long after that she would establish CK Yin Architect and Hoe & Yin Design Studio, both companies that she is still active in today.
“It was only after becoming a mother to three children when I realised how fond I was of babies and how women make the big transition into motherhood,” she explained.
But having spent plenty of time in confinement centres, the architect couldn’t help but notice how lacking the industry was in the luxury department.
There was also nothing that she saw as “holistic,” a place that prioritised both mother and child equally.
All of that would culminate in her decision to open LPPC in 2020 in Kuala Lumpur.
The cost of love
Of course, prior experience in entrepreneurship means nothing in the service industry if the service isn’t actually good.
In the build up to Little Precious’ opening, Katrine did her homework by visiting pre-existing confinement centres and seeing what they had to offer.
“I took my research a step further by carefully selecting staff who were not only highly experienced but also professional and attentive to ensure the highest standard of care,” she explained.
This would lead her to come up with the company’s strict 1:2 nurse-to-baby ratio policy. With staff not spread thin, this allows for newborns to receive more dedicated as well as personalised attention.
This includes 24-hour care, growth recording, sterilisation of bottles and pumps, and helping the baby get a good circadian rhythm, just to name a few.
Mothers appear to get top-of-the-line care too, with wound recovery and care, physio recuperation, various classes and activities, and more, to help ease them into parenthood comfortably.
The nurse will also accompany their assigned mother-child duo to medical exams and check-ups, something that the company refers to as a “nurse escort” service.
TCM also plays a major part in the company’s operations. In the founder’s own words, this is a way of “honouring tradition” whilst simultaneously integrating modern practices into Little Precious’ offerings.
“Our herbal teas are customised for each mother based on the advice and diagnosis of our TCM physician,” Katrine said.
Herbs can also be found in the centre’s soups and in packages to be mixed with bathwater.
Other services provided by the company include postnatal care, physio recuperation, and parenting classes.
All these offerings come with a heftier starting price of RM31,288 for a package inclusive of a one-month stay.
Thus, the demographic that they primarily serve is the upper-middle class as well as local and international expats.
A brighter future
As a whole, it took two years for Little Precious to make a name for themselves, shared the company’s founder.
“We faced scepticism, with many saying that the level of service and quality we aimed to provide was not feasible.”
Learning from this experience, Katrine had this advice to share:
- Invest in people over profit. Ensure that employees are well-trained and supported, aligning with company goals.
- Scale with the right team capacity. Don’t bite off more than your team can chew.
- Listen to customers and adapt. Heed feedback and improve accordingly.
At present, Katrine has no plans to expand Little Precious within Klang Valley or otherwise.
Rather, her goal is to add on to the list of services provided by the business. A “specialised mother and baby spa” as well as an “online baby care platform” were given as examples.
“Unlike other industries, such as the food industry, where repeat business is driven by daily needs, postnatal care operates within a unique life cycle,” she explained.
And in light of the country’s declining birth rate, she also noted that parents today are pickier than ever when it comes to postpartum services.
“They prioritise trust in their chosen partner to guide them through this crucial journey, which underscores the importance of refining our existing services over expanding our footprint.”
Now, five years into the business, LPPC looks to have finally found its footing.
Here’s to hoping that they can keep that momentum going.
- Learn more about Little Precious Postnatal Care here.
- Read other articles we’ve written about health & wellness here.
Featured Image Credit: Little Precious Postnatal Care