Goodbye to (parts of) P&O: DP World unifies marine service brands
DP World has unified its marine services brands under a single group to demonstrate its transformation into a global logistics and maritime group, while removing the world-renowned, historic P&O from its operations.
P&O Maritime Logistics has been rebranded DP World Maritime Solutions and will continue to manage a global fleet of more than 400 vessels, including harbour and terminal tugs, pilot transfer boats, offshore support vessels and multipurpose cargo ships.
Unifeeder has become DP World Shipping Solutions, with a fleet of 150 container ships ranging from 350 to 8,500 TEU, connecting over 200 ports through more than 16,000 port calls a year
P&O Ferrymasters has been rebranded DP World Multimodal Solutions, and will oversee more than 100 rail modalities throughout Europe and operate 14 inland terminals, while providing specialised services for general, perishable and high-value cargo.
“While we honour the legacy of the brands we have built, we are now evolving together as one DP World team to further enhance our offering across the globe,” said DP World group chairman and chief executive Sultan Ahmed bin Sulayem. “We are building a future where trade flows effortlessly. Unifying these brands complements the next natural step in our transformation journey from a leading port operator into a fully integrated global logistics provider.” He said the unified businesses will provide integrated, multimodal connectivity across continents, enabling seamless and sustainable movement of cargo efficiently.
DP World global chief operating officer for marine services, Ganesh Raj, said unifying these services under one brand “reinforces our ability to meet that expectation while positioning ourselves for growth in an increasingly complex logistics landscape.”He said the same leadership and teams, transport solutions and infrastructure will remain in place.“Employees will continue to do what they do best, delivering critical services and solutions across the global supply chain, but now under a shared identity that reflects the full strength of DP World,” said Mr Raj.
Some of the group’s subsidiaries may keep their brands, such as P&O Ferries which operates multiple cross-channel routes between France and the UK daily and sailings between the UK and Ireland, and UK and the Netherlands.
Source : Riviera Maritime media Martyn Wingrove