News / Maersk 'takes a risk' binning historic and well-liked brands

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Maersk’s announcement on Friday that it is intending to retire brands, including Hamburg Süd, Sealand and Twill, has met with a mixed reaction from the industry.

There are those that share Maersk’s conclusion that a singular unified brand is the way forward, to enable the company to “better respond” to its customers, but others bemoan the potential loss of the more personal contact they have enjoyed with the subsidiaries.

“We aim to unify our brands and our structure in a way that ...