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Maersk announced its intentions to move to a single brand identity as it works to integrate recent acquisitions and its multiple brands as the corporation continues the move toward its vision of a global logistics provider. In its aim to unify its brands and structure, storied brand names including Hamburg Sud and Sealand, as well as Twill, a freight logistics service for small and medium-sized businesses launched by Maersk, and newly acquired brands like Senator and LF Logistics will be phased out.
“We realize that our current brand structure doesn’t reflect the way you, our customer, have your supply chain structure and the need you have for end-to-end visibility and ability to drive outcomes,” Maersk wrote in a customer advisory on the intent to integrate its brands. It noted that an in-depth review will be conducted to conclude the future of each brand in different geographies and that the timeline would be determined individually for each brand.
Read more in an article from The Maritime Executive.