Maersk to move to a single brand

Date Added: 31 January 2023

Maersk to move to a single brand

Having noted last week the decision by Maersk and MSC to end the 2M Alliance from 2025, Davies Turner now reports that Maersk has declared that having multiple brands operating in the same market no longer fits its objectives for an integrated logistics offering, and it will  move to a single, unified Maersk brand; retiring all acquired brands, including Hamburg Süd, Sealand and a host of others.

As a freight forwarder providing international container shipping services, Davies Turner understands that Maersk is continuing to push forward with its goal to align its business model with what it terms market demand for “end-to-end visibility and ability to drive outcomes.”

In an official statement, the shipping company said that it aims to unify its brands and structure in a way that better reflects the reality of our customers, adding that an in-depth review will be conducted before it is able to conclude on the future of each brand in different geographies.

We understand that the single brand strategy does not include what Maersk calls its “non-integrated brands”, which will continue to operate under their existing names. These are APM Terminals, Maersk Container Industry (MCI), Svitzer, Maersk Supply Service (MSS), Maersk Training, and Maersk Line Limited (MLL). MLL is the operator of the US-flagged fleet that provides Jones Act services to the US Government.

Maersk says it is on "a journey as the integrated end-to-end logistics partner, with the goal of bringing ease, flexibility, and agility to your supply chains".

Davies Turner believes that is something it has been doing for our customers for many, many, years.

For more information about Davies Turner’s end-to-end seafreight forwarding and logistics services, please contact or visit

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