AP Moller – Maersk is retiring the Safmarine brand which will be merged into its global liner offering as the Danish shipping company continues to re-organise its business.
The Safmarine brand will be retired by the end of 2020 as the operations of Safmarine are merged into those of Maesk’s ocean business. The Damco brand will also be disappearing by year end with its air and LCL businesses becoming part of Maersk’s logistics and service products.
“With the integration of Safmarine, we can present Safmarine customers with the full ocean and supply chain offering and more scale. At the same time, I’m very excited to have Safmarine’s passion for customers closer to Maersk by uniting our teams,” said Vincent Clerc, ceo of ocean & logistics for Maersk.
Safmarine is to be gradually integrated into Maersk from 1 October this year. Maersk had maintained the Safmarine brand since acquiring the South African-based shipping company in 1989.
Meanwhile Damco, which has focused on freight forwarding since 2018, will see the integration of its air and LCL businesses into Maersk’s logistics portfolio.
“Businesses need air and LCL products to connect their supply chains and with these offerings firmly placed in our global integrated portfolio, we aim to serve our businesses better and more efficiently across their supply chains,“ said Clerc. “Our colleagues in Damco have delivered a remarkable effort under challenging market conditions, serving customers through focus, discipline and expertise which will now be a strong asset for our customers in Maersk.”
In addition to changes Safmarine and Damco the Danish shipping company said the back offices of Maersk and Hamburg Süd would come closer together into more customer-centric teams.
While the latest reorganisation sees Maersk retiring longstanding brands its worth noting that the Danish company resurrected the historic SeaLand brand for its regional and feeder offerings in the Americas, Asia and Europe.