CP Ships to adopt single brand

Lykes name to be dropped JOY ORLEK CP SHIPS, the holding company of Lykes Lines, plans to re-brand its container shipping services under the CP Ships name and retire its seven operating brands by the end of the year. Since 1993, the company has acquired nine container shipping companies, seven of whose brands are currently active: ANZDL, Canada Maritime, Cast, Contship Containerlines, Italia Line, Lykes Lines and TMM Lines. “As CP Ships developed, multiple branding was a key element of our core strategy," said chairman Ray Miles. "It helped us maintain customer loyalty and build further on strong regional positions after each acquisition. Our aims, which we achieved, were not to lose any business when we acquired a new line and then make the business grow. But now that our acquisitions are fully integrated and will be on the same operational and financial systems later in the year, it is time to move on,” Miles said. A project team has been established to steer the many aspects of the re-branding process which will take place over the remainder of the year.