Maersk is signalling a continued push for end-to-end logistics as it announced its latest plan to unify its related businesses under one brand.

In announcing this move, Maersk noted that unifying its brands — which include Hamburg Süd and Sealand — will allow the company to "better respond" to the needs of its customers.

"We realize that our current brand structure doesn't reflect how you, our customer, have your supply chain structured and the need you have for end-to-end visibility and ability to drive outcomes," Maersk said.

End-to-end logistics

"We are therefore pleased to share our intention to move towards a singular, unified brand by integrating Maersk brands such as Hamburg Süd and Sealand, among others."

Maersk noted that by integrating these brands into the Maersk brand, it will be able to "ease your logistical difficulties whilst also offering you more variety, ease, and connectivity than ever before, all under one roof."

"We see this as a key step in realising our goal of becoming the integrated end-to-end partner, with the ability to offer you far better service offerings and the resources of all these companies under one roof," the shipping giant further said.

With this move, Maersk said it will integrate Maersk brands such as Hamburg Süd, Sealand, and Twill brands, among others, towards a singular, unified "Maersk brand."

The same will be true for newer acquired brands that have joined Maersk.

"In moving towards a single, unified Maersk brand, we intend to retire all acquired brands. That includes recently acquired brands like Senator and LF Logistics," the liner said. "In doing this, we bring together all their offerings, united under one brand. However, any action will be preceded by an in-depth review before we are able to conclude on the future of each brand in different geographies."

Maersk said despite this announcement, the company "will continue to adhere to and respect all contracts and agreements that are in place," including contract confidentiality.

"We are on a journey to become the integrated end-to-end supply chain partner to you, our customer, our priority is always to optimise our abilities to meet our customer's needs and deliver the best products and service possible to you," it added.

The Danish shipping company — which is among the biggest in the world — said each integration into the Maersk brand "will follow its own timeline."

Non-integrated brands to continue

Meanwhile, Maersk clarified that its non-integrated brands — APM Terminals, Maersk Container Industry (MCI), Svitzer, Maersk Supply Service (MSS), Maersk Training, and Maersk Line Limited (MLL) — which follow a different business model would continue to operate under their existing brand names.

This latest move follows an earlier announcement of Maersk and MSC Mediterranean Shipping Company (MSC) to discontinue its 2M Alliance in 2025 as both shipping lines pursue individual strategies.