Achieving 100x Value: How Triple Fit Canvas Created Exponential Growth for Maersk with Levi's

“By leveraging the Triple Fit Canvas, we clearly demonstrated that Maersk's comprehensive, end-to-end integrator strategy offered long-term value to Levi Strauss & Co. This strategic fit was the decisive factor in driving the deal.”
- Christine Dickson, Global Key Client Director at Maersk, USA

Maersk used Triple Fit Canvas to navigate significant internal and customer obstacles and create a strategic foundation to open a new 1.2 million square foot omnichannel fulfillment facility in Groveport, Ohio which helps serve Levi Strauss & Co.’s wholesale, retail, and e-commerce channels. The new contract didn't just grow the business; it scaled the account exponentially. Triple Fit conversations proved to be the indispensable strategic compass for the Maersk-Levi's partnership. It provided the clarity needed to define a winning strategy and action plan by systematically comparing Maersk's capabilities against the competition across Planning, Execution, and Resource Fits, reinforcing Maersk’s leadership position with a resilient, customer-centric operation.

The Situation

Levi Strauss & Co. needed to rapidly shift from an aging wholesale model to a dynamic Direct-to-Consumer (DTC) strategy, a transition hampered by an inefficient, 45-year-old distribution center in Mississippi. To achieve its ambitious growth goals, Levi's sought a strategic logistics partner. Maersk secured the crucial omnichannel fulfillment contract by utilizing the Triple Fit Canvas (TFC) to strategically win the deal.

The Challenge

The engagement, led by Global Key Client Director Christine Dickson, used the Triple Fit Canvas to assess the relationship between Maersk and Levi’s versus the competition. Maersk’s integrated offering and strong relationships provided a foundational strategic alignment. Levi's also highlighted the need for Maersk systems and IT upgrades, including automation, machine learning, and AI, to improve agility and predictability.

The Solution

The successful implementation of the solutions driven by the insights of the Triple Fit Canvas led to substantial, multi-faceted benefits for both Maersk and Levi's. This value creation shift empowered Levi's to achieve omni-channel fulfillment, seamlessly serving both B2B and B2C customers, a key market differentiator. Maersk's contributions included strengthening the long-term partnership and setting a benchmark for future implementations.

The Benefits

The Maersk team with Christine as the Global Key Client Manager acting as an orchestrator with the experts supporting and driving the product solutions created a compelling global value proposition for Levi's. This successful partnership unlocked a transformative level of growth for the account, multiplying Maersk’s initial revenue and gross profit from the Levi's relationship by an impressive factor that has scaled the account exponentially.

Christine Dickson (R) (Key Client Director, Maersk) receiving the Gold Award at the Value Creation Summit 2025 from Dr. Christoph Senn (L) for her efforts in driving strategic transformation with Levi's using Triple Fit Canvas.

For more information on this case, you can visit the Maersk website for the official Press Release.

Maersk launches new Groveport, Ohio facility to service Levi Strauss & Co.’s omnichannel fulfillment

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