The historic Sea-Land name is to reappear on the container trades after Maersk Line confirmed that it intends to revive the brand for the carrier’s new intra-American trade. The original US Company SeaLand Services was acquired in 1999 by the Danish shipping giant, and, along with the P&O Nedlloyd brand name, was phased out in 2009.
However, from 1 January 2015 a new independent unit will start operating, with Maersk beginning the phased transition of its intra-American services throughout 2014. The US subsidiary will have a similar structure to Maersk Lines’ other regional carriers, which include the intra-European carrier SEAGO Line.
Maersk’s current service network, consisting of 22 services, will be the foundation for the new SeaLand, which will feature local sales and support personnel throughout North, Central and South America, as well as the Caribbean. Its strategy will be to run existing services and link up with other carriers in providing feeder services.
Maersk stated: ‘This reorganisation is an investment in our global container business. It enhances and strengthens service in this important and growing trade region’. AM