Case studies

Be ready for new trends in new markets

Summary: Right from the get-go till the apparels reach the shelves, Maersk’s continued support in real-time visibility, order management and integrated transportation has enabled Cotton On to reach newer markets with fewer delays.

Updated 11 Ara 2025

Know how Cotton On chose Maersk as a reliable partner to reach markets with fewer delays and go all the way.

Cotton On, on the map

It all started with a stack of first-generation denim jackets in 1991, and by the early 2000s – they became a staple of Australians. Slowly but surely, Cotton On dreamed of reaching as many wardrobes of the world as possible, and the rest is history.

Today, the brand boasts a reach of 20,000 customers, 8 brand integrations, 22 countries, and 1,500 stores (and counting). Across Africa and the Middle East, Cotton On has a presence in South Africa, Namibia, Botswana, UAE and Oman.

Reaching the shelves of Africa

Free trade agreements have opened South Africa as a promising market for Cotton On. However, understanding the current market intel, the limitations on compliance during exports, and planning of stock were three major challenges in establishing timely presence in the region.

Most importantly, the brand wished to deliver with a customer-first approach even if the markets of Africa were new for them. For this to happen, they needed a partner that could support them with the visibility required from origin to destination.

A partner for all demands – S to XXL

Maersk’s hand-in-glove approach simplified Cotton On’s supply chain journey, ensuring the agility to adapt to South African markets, the efficiency in cargo journey, and the ease of having a single point of contact for all logistical needs.

These are the areas that amplified Cotton On’s cargo journeys:

PO management

Ensuring the right cargo arrives at the right time

Vendor management

Aligning vendors with pre-checks before the journeys

Shipment management

Providing visibility on the cargo’s movement

International freight movement

Ocean FCL and forwarding – Air and LCL

Customs clearance

Ensuring easy clearance of goods on behalf of customers

Destination trucking to warehouse

Estimating current challenges at port and planning daily with Cotton On

Performance management

Detailed reporting to Cotton On to plan upcoming cargo into warehouses

Reach within regions, established

With Maersk's continued support, Cotton On has a better grasp on both, the upstream and downstream of demand in the regions. For instance, our weekly stock updates have helped the brand manage expectations from their merchandising teams.

By offering timely strategic inputs like adding 3-week lead times and managing their destination trucking, Maersk is now seen as Cotton On's trusted advisor on logistics.

Hear it from the experts at Cotton On

Watch this video to know of the apparel brand’s challenges, opportunities and the outcomes of a rewarding partnership with Maersk from Phil Marais, Head of DCs, Asia, Cotton On Group and Angelique Gey van Pittius, Head of Distribution for Africa, Cotton On Group.

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