Running a profitable and scalable container storage business

In the past, we have collaborated with Stora, the self-storage software company. This time, we were invited to their podcast episode titled “Running a Profitable and Scalable Container Storage Business,” in which Maarten Streppel shared how successful container storage businesses think differently and why focusing on the fundamentals is always better than chasing rapid growth.

In this article, we share Maarten’s key insights and explain why container storage is often seen as a simple business: buying containers, renting them out, and scaling up as quickly as possible. In reality, long-term profitability depends much more on discipline, smart economics, and operational efficiency than on size alone.

Profit is about lifetime earnings, not the purchase price

One of the biggest misconceptions in container storage is that buying the cheapest units is the safest strategy. In practice, the opposite is often true.

Storage is a business that revolves around long-term cashflow. A higher-quality unit that generates stronger, more reliable rental income can outperform a cheaper unit within a few years and continue to create value for years thereafter. Over a 10-year period, the difference in total revenue can be substantial.

The key takeaway: long-term returns are more important than initial costs.

The most profitable locations are not always the largest

Growth is important, but only if it makes operational sense.

Very small locations rarely generate high returns, but very large locations often bring complexity: more customer contact, more administration, more logistics, and ultimately more staff. Once certain operational thresholds are crossed, profitability can drop rapidly.

The most successful locations are usually in a “sweet spot”: large enough to spread fixed costs, but efficient enough to run without hiring additional staff.

The metrics that really matter

There is no single figure that defines the profitability of container storage. Strong operators, on the other hand, look at a combination of signals, including occupancy rates combined with average revenue per container, a stable monthly net cashflow after operating costs, the time and effort required to manage the site, and the realistic payback period of the investment. Storage is never fully passive, and locations that require excessive management time or constant attention will quietly erode margins over time.

Scaling should be a choice, not a necessity

Many operators assume that success means constantly adding more locations. But true scalability begins with fully optimizing a single location first.

When a site is designed with revenue per square meter, efficient operations, and a strong pricing strategy in mind, a small number of locations can already form a very healthy business. Scaling then becomes a strategic decision, not something you must do to maintain your income.

The future: Remote management + Strong identity

In the coming years, profitable operators are likely to manage more locations remotely, reducing overhead costs and improving control. But automation alone is not enough.

The strongest companies combine efficiency with a clear brand identity and a strong customer relationship. Even in remote areas, customers must feel that the sites are actively managed and professionally operated.

In short, profitable container storage is not about chasing size or volume. It is about getting the basics right first, understanding what a site needs to deliver, setting up efficient processes, and creating a structure that can scale without losing control. The operators who consistently perform best are those who focus on optimization before expansion, use systems to support growth, and build businesses designed for sustainable long-term cashflow rather than short-term growth.

If you would like to listen to the full interview, you can watch the video below or visit the Stora YouTube page for more insights: https://www.youtube.com/@storasoftware