In the dynamic world of global trade and transportation, a silent yet significant player often goes unnoticed: the humble shipping container. It’s the cornerstone of international logistics, a quiet workhorse that has remained unchanged for decades. That is until I embarked on a journey to transform this overlooked aspect of global trade with my AELER Co-Founder and Co-CEO, David Bauer. It’s a tale of innovation, resilience, and a vision to redefine an industry.

The inception: Igniting a revolutionary idea

Our story began at the picturesque École Polytechnique Fédérale de Lausanne (EPFL) University on the banks of Lake Geneva — a setting far removed from the world of shipping and logistics. A chance conversation sparked a friendship and sowed the seeds for an innovative idea. We realised that the shipping container, a pivotal element in global logistics, hadn’t seen any significant innovation since the 1970s. This was our “Eureka!” moment, a realisation that set us on a path to where we are today.

Understanding industry needs

After fleshing out our initial idea, we contacted cargo owners for their insights. Their experiences were eye-opening. The conventional containers, while foundational for modern trade, needed to catch up to the needs of contemporary logistics. They were often inefficient in terms of space utilisation, lacked advanced tracking capabilities, and weren’t designed with the latest sustainability standards in mind.

Moreover, cargo owners had to adapt them to their goods — for example, by adding extra insulation. This feedback was a clarion call for change — the industry desperately needed a new approach where the container adapted to cargo owners, not the other way around. 

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During these interactions, we recognised a fundamental disconnect in the industry’s perception of the shipping container. Bauer expressed it aptly, “As outliers, we perceived the problem differently. While most industry stakeholders viewed the shipping container as a commodity, we envisioned it actively enhancing transport efficiency. This change in perspective is what is shaking the status quo.”

The first milestone: Our prototype

The unveiling of our prototype in November 2018 marked a significant milestone in our journey. The response was overwhelming. Industry professionals were intrigued and excited by what we had created, taking selfies and photos with a container that looked like no other on the market. This moment validated our belief that the shipping industry was ready for change, even if it didn’t know it yet. 

Unit One: More Than Just a Container 

The Unit One container — our latest model — represents not just a new product, but a paradigm shift in shipping technology. Constructed with advanced composite materials, it offers unprecedented strength and superior insulation, surpassing the capabilities of traditional reefer containers.

This innovation is pivotal, allowing for an 11 per cent increase in cargo capacity compared to a standard reefer container. In addition, Unit One is a stride towards sustainability, cutting CO2 emissions by up to 20 per cent. 

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Our Control Tower platform is another leap forward. It provides real-time insights into the container’s status using sensors and the Internet of Things (IoT), transforming logistics operations. This technology isn’t just innovative; it’s revolutionary, offering transparency and efficiency previously unheard of in maritime logistics.

Overcoming obstacles: The path to innovation

Our journey wasn’t smooth sailing. Introducing a disruptive product into a traditionally conservative market was challenging. We had to navigate through scepticism, logistical hurdles, and the daunting task of establishing a global infrastructure for our containers. But these challenges only served to fortify our resolve and commitment to our vision. 

Broadening horizons: The strategic expansion into APAC 

Our expansion into the Asia-Pacific region marked a new chapter in our story. Last year, we formed strategic partnerships with local agencies in Singapore, Malaysia, Thailand and Taiwan, among others, who shared our vision for innovation and sustainable logistics. These partnerships aren’t just about expanding our reach; they’re about embedding our philosophy of smarter, more efficient logistics into new markets with stakeholders with the same mindset. 

In Taiwan, our collaboration with Kaichem is redefining how freight forwarding services are managed, tailoring solutions to specific logistical needs. Similarly, in Singapore and Thailand, our partnership with JNC is setting new standards in freight services, leveraging their extensive network to bring our innovative solutions to a broader audience. 

Looking ahead: The future of AELER 

As I reflect on our journey, I realise that it’s not just about transforming a product; it’s about transforming an industry. Our mission at AELER goes beyond reinventing the shipping container. It’s about creating a more efficient, sustainable, and transparent global logistics network. 

Our journey has taught us valuable lessons about innovation, resilience, and the power of a visionary idea. As we continue to expand and evolve, we remain committed to our core values of sustainability and efficiency. The future of maritime logistics is exciting, and AELER is at the forefront, charting a new course in this ever-evolving industry.

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Image credit: AELER

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