Stangl says the port’s strong connectivity makes it an ideal gateway for the company’s growing regional network.
THREE years ago, one of Europe’s largest retailers, Lidl, developed a solution to address the volatile shipping connections between Europe and Asia, such as those caused by the Red Sea crisis, by founding its own shipping company, Tailwind Shipping Lines.
Since then, Tailwind has evolved into a premium logistics partner covering the entire supply chain.
Chief executive officer Christian Stangl said that although the company began as a response to a crisis, it has since grown into something more, as the team recognised its potential to expand into freight services.
“When you represent one of the biggest retailers in Europe, you have to be proactive to change situations and improve aspects of the supply chain,” he said.
“We don’t know what the next crisis will be, but it will come. So we looked at how we could gain greater sovereignty moving forward.
“The idea was not to charter a vessel for a week, for the short term, but to do something new as a solution for our supply chain.”
Stangl, who has over 20 years of experience in logistics, added that, unlike major carriers that pivot towards cost optimisation and profit gains, Tailwind is centred on a philosophy of reliability and assurance. This is the foundation of their core values: Reliable, Simple and Together.
Stangl (centre) and Hoorn (right) together with Germany’s deputy head of mission to Malaysia, Ulrike Wolf, at the launch of Tailwind’s Intra-Asia regionalhub in Port Klang.
“We wanted to do things differently from the start. Rather than mass shipping, we are a niche service prioritising reliability. We facilitate time-sensitive products that need reliable service.
“This means that we have to be reliable not just for ourselves, but for our customers and the cargo they entrust us with.
“By skipping major chokepoints and calling at fewer, lessfrequented ports, the process is simplified and streamlined, reducing disruptions.
“The goal is never to turn over a vessel, but to bring cargo to the customer, exactly when they need it. Everything we do is focused on that.”
Originating from the retail business, the company understands that delays hurt stores and customers, not just an ocean freight schedule.
Stangl suggests this approach translates directly into a promise of 100% reliability, as customers know that when they book, they will not be rolled, the schedule will not be changed and their containers will arrive on time.
Intra-Asia regional hub
Tailwind’s commitment to managing the entire process, from factory to shelf, via its network of truck, rail and shipping services, is why the company recently established its new intra-Asia regional hub at Port Klang’s Northport.
From July 2023 to March 2024, Tailwind’s fleet size grew by 43%. Now, the company operates 11 vessels, sailing on three liner services. Together, they carry a combined capacity of 40,000 TEU.
Port Klang’s strategic position in the region will provide a crucial platform for local process optimisation, serving as the central node or trans-shipment hub connecting Tailwind’s regional network, which recently expanded with new connections in Vietnam (Ho Chi Minh City), Sri Lanka (Colombo) and Bangladesh (Chattogram).
Currently, Tailwind operates two liner services in Asia: Panda Express, for China and the Mediterranean, and Tiger Express for Bangladesh, Malaysia, Vietnam and Sri Lanka.
It also operates Dolphin Express to cater intra-Europe demand.
“Calling at Port Klang, we extend our Intra-Asia business network. Countries, businesses and trades in the region are growing and expanding, and we want to be in the middle of it all – Malaysia is the perfect platform to do just that,” said Stangl.
“Port Klang is a well-connected port, and we believe that it will facilitate greater access to the region.”
The successful execution of the company’s reliability-first strategy hinges on seamless local coordination, which is the mandate of KB Liner Agency, Tailwind’s general agent for Asia.
Its managing director, Tom Hoorn, said this is done through close collaboration with local partners, such as QEL Shipping Services Sdn Bhd.
“We always try to have good people on board, like local industry experts. We are not the experts on how things work here.
“But, by selecting the right partners, coordinating with them and building mutual trust and respect, we can get things done, even in difficult times,” he said.
“Leveraging this local strength, combined with the knowledge and philosophy of Tailwind (and Lidl), we can coordinate efficiently in our role as agent.”
This local focus enables Hoorn’s team to manage vendors, coordinate with factories and synchronise container readiness with terminal and local depot operations.
Hoorn added that he was delighted by the significant local support and endorsement received from the Transport Ministry, government bodies and freight forwarder associations.
He also highlighted the favourable economic and regulatory framework conditions, citing them as key factors in setting up operations here.
“Everything here has been great so far. The port infrastructure is good, the business culture is good, and we can really feel the optimism and support from all parties,” he said.
“It’s very reaffirming and gives us a lot of confidence to keep investing in our regional hub here. The ambition and positive attitude to growing together are quite special.”
