Denmark

Although Danish innovation is perhaps most apparent in the rotating wings of windfarms energizing Copenhagen, its tradition sails with its ships. Since the time of the Vikings, Denmark has been synonymous with seafaring. This clear linkage to the sea and to shipping can still be clearly felt today in the values of its people and culture.

Steen Krabbe, CEO of the Danish shipping company Norden, comments about the industry's illustrious roots: "Shipping has always been and remains a very integrated part of Danish society. Between 40,000 and 50,000 people are directly and indirectly associated with the maritime scene in Denmark." Not only has the tradition been kept intact - a Danish reputation for quality, reliability, honesty and promptness has reached the present day intact thanks to companies like Norden.

The country's shipping industry is currently flourishing through its adaptation to the times and new technology. In fact, it has become a hugely attractive sector for young job-seekers yearning for international exposure.
Company President Steen Krabbe shows why Danish shipping still enjoys an illustrious reputation.

"It's attractive for young people to be in shipping," says Krabbe. "Whenever we go out on the job market we get a lot of applicants to join this international business of shipping." Norden, with two new offices just opened in Singapore and the US, is currently strengthening its global presence.

Operating on an international scale is unavoidable in today's global marketplace, and it is working well for the company. The success is best summed-up in Krabbe's words: "It's a combination of factors which were achieved in 2000 and also in 2001. We sold a number of ships, and we were also fortunate to operate in the tanker market which simply leaped last year."

Norden's success can also be attributed to other equally important yet less tangible traits. Namely: how the company is run today.

Established in 1871, the Norden name was developed when the company did not yet play an international role. Already, though, the same pride in its heritage was evident. "We are proud to be part of the Nordic heritage, we put a lot of emphasis on that," Krabbe explains.

In the shipping industry, companies' reputations are made or broken based on their record of getting goods delivered not only on time, but also intact. Whether you transport oil or perishable goods, this is a tall order. "Norden is not just a name, it is a brand that stands for stability, long term seriousness and reliability," he adds. Norden's name carries the reputation of the company and the industry across oceans to clients around the globe.

Norden's reputation is characterized by a young modern fleet and by innovative tonnage management

"We respect our customers," Krabbe emphasizes. "It has to be a huge effort of cooperation and coordination. They have their cargo and we have the ships."

This smooth give-and-take is done under the auspices of a relatively young fleet of ships which average between 3 and 5 years old, compared to an industry average of 13 and 14 years. This is particularly appreciated by Norden's Japanese clients.

"The Japanese market is very important," says Krabbe. "In terms of cargo supply, and also especially in terms of tonnage supply, we benefit from having modern tonnage not owned by us but operated as if they were. Our future fleet profile will be greatly enhanced by this access to modern tonnage from the Japanese system."

"Norden complies conscientiously with and appreciates Japan's stringent port standards. With more than 14 units of long term deals, Norden has clearly shown its trust in the Japanese market," he adds.

Norden's first call at a Japanese port dates all the way back to 1876 in Nagasaki. The company's continued presence in Japan in 2002 belies its long term strategy and perspective.

TOP