Monday, September 3, 2018

Digital Freight Forwarding Group Subsumed by Largest Global Container Shipping Line

Integration the Name of the Game for Cargo Supply Chain Giant
Shipping News Feature
DENMARK – NETHERLANDS – WORLDWIDE – Twill, a digital freight forwarder designed to make shipping simple, has announced a change in its brand affiliation from Damco to Maersk. 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 AP Moller - Maersk. The realigning of the brand will make it possible to offer Twill to all Maersk customers, in line with the AP Moller - Maersk strategy to become a global integrator of container logistics offering end-to-end solutions.

The online Twill platform aims to provide greater control of shipments by offering instant price quotes and booking, transparency and tracking services, simplified paperwork and proactive customer care. Troels Stovring, CEO of Twill, commented:

"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 recognised and leveraging that awareness will be of significant strategic advantage to us."

AP Moller - Maersk has more than 114 years of history in global markets. Its scale will aim to bring new opportunities to Twill; Twill will offer online innovation and simplicity to existing Maersk customers. The Twill logo will now be updated to position the brand as ‘a Maersk Innovation’. All shipping currently handled through Twill will continue to be operated by Damco. Vincent Clerc, CCO of Maersk, said:

"Maersk is becoming an integrated company, delivering best-in-class services across customers' entire value chain. 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."

Twill is a multi-carrier platform and says that it will continue to freely choose between ocean carriers to provide customers with the best and most relevant solution despite its affiliation with Maersk and Damco. This argument however will possibly be viewed sceptically by many in the cargo community, certainly by other freight forwarders which will doubtless argue that the role of a forwarding agent demands complete independence, certainly from the largest ocean shipping company in the world.