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Cherry's Logistics launches with trio of industry veterans

Cherry's Logistics, a Hamburg-based freight forwarder, has begun operations this month. The venture was founded by three logistics executives with decades of combined experience: Tim Kirschbaum and Sandra Bufe, both formerly of Senator International, and Marc-Henrik Schmitz, a veteran of Kuehne+Nagel. The startup launched with an initial team of seven employees. The founders emphasize that while technology underpins their operations, Cherry's remains committed to maintaining personal customer relationships. Schmitz noted clients increasingly demand accountability from a dedicated contact rather than being directed through automated systems. Bufe highlighted that larger forwarding companies often become consumed by internal complexities following acquisitions, diverting focus from customer needs. Cherry's aims to reverse that trend by prioritizing direct customer engagement while leveraging modern operational capabilities.