A.P. Moller – Maersk (Maersk) will discontinue shipping lines Hamburg Süd and Sealand as well as newer acquired brands in favour of a singular, unified brand.
The company sees this as a key step in realising its goal of becoming an integrated end-to-end partner, with the ability to offer better service offerings and the resources of all these companies under one roof.
“We realise that our current brand structure doesn’t reflect the way our customers have their supply chain structured, and the need they have for end-to-end visibility and ability to drive outcomes,” said Maersk in an advisory.
The carrier clarified that “an in-depth review will be conducted before we are able to conclude on the future of each brand in different geographies.”
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The company finally noted that this does not constitute a cost-cutting exercise and it will continue to adhere and respect all contracts and agreements that are in place, including contract confidentiality.
APM Terminals, Maersk Container Industry (MCI), Svitzer, Maersk Supply Service (MSS), Maersk Training, and Maersk Line Limited (MLL) will continue to operate under the existing brand names.
The move is expected to follow its own tailored timeline and the company will continuously keep customers updated on the progress of the integration with minimum disruptions.
