Yeah there's no harm taking it back to find out whether this is just the new iteration of the bag?If it’s was 44 inches it would equate to 111cm which is still 27cm longer then my strap 😔 they did say to take it back to store so they can look at it. Is it possible that the wrong strap has been put on?
From all the listings I've seen on the websites, the strap length should be 111-112cm which is about 44 inches, which is what customer services may have meant as per @Digitiminimi hypothesis.