United Under One Brand: Rebranding from Weiße Flotte to FRS Weiße Flotte

Flensburg/Stralsund, January 20, 2026 – The FRS Group is taking another consistent step in the further development of its brand architecture: from the beginning of 2026, the existing brands Weiße Flotte and Reederei Hiddensee will operate under the joint name FRS Weiße Flotte. With this rebranding, the affiliation with the international FRS Group will become more clearly visible, further strengthening a uniform and consistent brand structure across all markets.

Graphic representation of the old logo of the Weiße Flotte as well as new logos of FRS Weiße Flotte

“Weiße Flotte has been part of our corporate family for more than three decades. The rebranding to FRS Weiße Flotte makes this long-standing connection clearly visible in our brand presence. It is the logical step in our long-term brand strategy and underlines our aspiration to present ourselves as an internationally positioned group with a clear identity – without losing sight of our regional roots,” says Götz Becker, CEO of the FRS Group.

The decision was based on comprehensive market research as well as expert interviews, which clearly confirmed the potential of a stronger alignment with the overarching FRS brand. Rebrandings already implemented within the group – for example in the Rhine region or for the ferry connection to Sylt – have impressively demonstrated the effectiveness of this approach in recent years.

As part of the new brand presence, a revised corporate logo will also be introduced. It combines the clear, modern design language of FRS with the identity and tradition of Weiße Flotte.

As part of the transition, Reederei Zingst and Reederei Kipp, both part of Norddeutsche Binnenreederei, will also operate under the name FRS Weiße Flotte in the future and will no longer be managed as independent brands.

“For our employees, partners, and guests, nothing fundamentally changes: Weiße Flotte remains Weiße Flotte – with the same regional roots and quality, now visibly as part of the FRS Group, to which we have belonged since 1991,” explains Knut Schäfer, Managing Director of FRS Weiße Flotte.

The legal renaming of FRS Weiße Flotte GmbH and FRS Reederei Hiddensee GmbH will be completed at the beginning of 2026.

With this rebranding, the FRS Group reaffirms its clear commitment to a strong, unified, and future-oriented brand presence – with the aim of creating clarity and unity while at the same time honoring the heritage and the still existing supra-regional significance of those companies that have significantly shaped the group’s success today.

 

About FRS
The shipping group FRS, headquartered in Flensburg, has evolved in recent years from a regional passenger shipping company into an internationally active corporate group with more than 1,500 employees. 
FRS operates more than 70 vessels worldwide. Today, FRS is represented by 14 operational subsidiaries in a total of 12 countries across Europe, North America, and the Caribbean
 

About Weiße Flotte
Weiße Flotte GmbH is a national shipping company based in Stralsund that operates passenger and car ferry services as well as excursion cruises, primarily along the Baltic Sea coast of Mecklenburg-Western Pomerania. In addition, on behalf of Berliner Verkehrsbetriebe (BVG), the company provides emission-free ferry services in Berlin. The company is part of the FRS Group, headquartered in Flensburg. The Weiße Flotte group also includes Reederei Hiddensee. Altogether, the companies of the Weiße Flotte operate 30 passenger vessels and ferries, employ approximately 230 staff, and transport around 4.5 million passengers per year. This makes the shipping company from northeastern Germany one of the largest passenger shipping operators in Germany.