Maersk Adds Digital Freight Forwarder to Its Brand

Maersk containerImage Courtesy: Maersk Line/Flickr under CC BY-SA 2.0

Digital freight forwarder Twill has changed its brand affiliation from Damco to Maersk, Danish shipping and logistics major A.P. Moller – Maersk said.

Maersk explained that the realigning of the brand will make it possible to offer Twill to all Maersk customers, in line with the company’s  strategy to become a global integrator of container logistics offering end-to-end solutions.

Launched in April 2017, Twill was created as a ‘Damco innovation’ and operated as a partner with the freight forwarder and supply chain management company, which is part of Maersk.

“The Twill mission is to make shipping simple – as easy as booking airline tickets, a taxi or hotel – and we are just at the beginning of an exciting journey. To reach that vision it is critical for us to reach a wider market. The Maersk brand is highly recognized and leveraging that awareness will be of significant strategic advantage to us,” said Troels Stovring, CEO of Twill.

 “With Twill we are offering small and medium sized companies a simple and easy way of shipping their goods, providing them better control of their supply chains. We are excited to now be able to offer this service to customers across the Maersk business,” Vincent Clerc, CCO of Maersk, added.

As of today, the Twill logo will be updated to position the brand as “a Maersk Innovation.” All shipping currently handled through Twill will continue to be operated by Damco, Maersk noted.

The transformation of Maersk Group from a conglomerate to an integrated global container logistics company is expected to take between three to five years.

For the transformation to be completed, Maersk is yet to finalize the separation of its energy business, as structural solutions are still being sought for Maersk Drilling and Maersk Supply Service. Maersk believes that these will be defined before the end of 2018.

As part of the process, in the middle of August 2018 Maersk said it would list Maersk Drilling as a standalone company on Nasdaq Copenhagen in 2019.

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