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Maersk plans to carry out a large-scale restructuring and unification of all businesses under a single brand

01 February
2023

Maersk plans to carry out a large-scale restructuring and unification of all businesses under a single brand

 

Maersk has informed its customers of its intention to carry out a comprehensive restructuring, which involves the unification of all businesses under a single brand.

"We are aware that our existing brand system does not reflect how our customer structures their supply chain," Maersk said.

The company announced that it intends to combine operations under various Maersk brands, including Hamburg Süd and Sealand. According to the statement, the process will be gradual and will be based on a thorough analysis of current operations and customer needs for a transparent and managed service.

This will be the second rebranding for Sealand, a pioneer in the container transportation industry. Maersk bought SeaLand's international container business in 1999. The $800 million deal included SeaLand's fleet of 70 container ships and about 200,000 containers, as well as container terminals.

The combined company continued to operate under the name Maersk-SeaLand until 2006, when it reverted to the name Maersk Line following the purchase of Royal P&O Nedlloyd. The SeaLand brand was revived in 2014 for the group's established regional carrier.

Hamburg Süd is one of the oldest brands in the world shipping industry. The company, which joined the Maersk group in 2017, is already more than 150 years old. It was founded in 1871. Initially, her fleet consisted of four steamships that operated monthly liner services connecting Hamburg with Brazil and Argentina. From 1955 to 2017, the company belonged to the Jotker family. At the time of the €3.7 billion sale of Maersk, Hamburg Süd had a fleet of 105 vessels. Within Maersk Hamburg Süd, a regional niche was set aside: the company specialized in transportation connecting European and Asian markets with South America, as well as routes between North and South America.