Lidl, part of the Schwarz Group and one of the world's largest retailers, launched its own container shipping company to tackle supply chain challenges, reduce delays in product deliveries and avoid high shipping costs.
Wolf Tiedemann, CEO of Lidl Stiftung & Co. KG, confirmed the establishment of the new shipping line to German media outlet VerkehrsRundschau, commenting: "The goal is to be able to manage the increase in different production facilities more flexibly in the long term."
According to local media reports, Lidl has submitted an application to the European Trademark Office to register a shipping company named Tailwind Shipping Line, whose business scope is cargo transportation, including sea, air and import and export cargo handling.
If the plan goes well, Lidl said it would be able to operate its own supply chain and address high freight rates and congestion in port and landside transport.
However, Lidl has not disclosed which routes Tailwind Shipping Line plans to open and which types of ships it will use, which does not rule out the company buying ships to build its own fleet.
Notably, news of Lidl's foray into the shipping industry was first reported by German media on April 1. An industry insider said at the time that the report was an "April Fool's joke". However, the move has been confirmed by local shipbrokers - Lidl's plans are real.
In fact, as early as 2021, Lidl planned to invest in a container shipping business to better control the supply chain, but it has not been able to materialize.
A fast-growing German retailer, Lidl currently operates more than 11,000 stores worldwide and employs more than 310,000 people.
In fact, big shippers have been trying to build their own supply chains to move goods more quickly.
In the second half of 2021, due to the continued shortage of space and containers in the container shipping market, major European and American cargo owners, including IKEA, Wal-Mart, Home Depot, and Amazon, have begun to charter their own ships to transport goods, and more and more cargo owners have followed suit.
For this approach, some industry insiders have analyzed that for those large cargo owners who urgently need to transport goods, although chartering their own cargoes looks very attractive, they are also faced with uncertain risks in the market, and thus resulting losses.
However, these shippers often choose to work with freight forwarders. So far, no shipper has developed its own shipping brand.
