Maersk is aiming toward a single, unified brand, which will result in the discontinuation and integration of shipping lines like the 152-year-old Hamburg Süd and SeaLand as well as more recently acquired names such as Senator and LF Logistics.
“We believe that by integrating these into the Maersk brand, we will be able to ease logistical difficulties, whilst also offering more variety, ease, and connectivity than ever before, all under one roof,” the company said in a notice to its customers on Friday.
Each brand in different geographies is expected to adhere to its own individualized changeover schedule. Maersk emphasized that this was not a cost-cutting measure.
APM Terminals, Maersk Container Industry (MCI), Svitzer, Maersk Supply Service (MSS), Maersk Training, and Maersk Line Limited (MLL) will continue to conduct business under their current brand identities.
“Our multi-brand approach has served us well over the years and all our brands have been successful in meeting the needs of customers. However, we know that having multiple brands creates complexity for our customers. Now is the right time to leap further into a unified brand to provide our customers with truly integrated logistics,” Maersk stated.
Hamburg Süd was founded in 1871 and became a subsidiary of Maersk in 2017. Maersk acquired the American intraregional carrier SeaLand in 1999. The SeaLand brand was discontinued in 2006 and reintroduced in 2014.
Source : splash247.com