104 INTERVIEW Growth made visible Outfitting firm Aros Marine has rebranded as AROS. Giedrius Valainis explains to Alex Smith why this update means more clarity for clients For Giedrius Valainis, CEO of ship interior outfitting company Aros Marine, the decision to rebrand did not come from a desire to look different. It came from a need to represent the business more accurately. “There comes a point when growth is no longer only about size, but about clarity,” he says. “It becomes about how you explain who you are, what you do, and where you create value for customers.” Over the past 17 years, the company has grown steadily in the cruise and ferry sector, building its name by successfully completing increasingly complex international projects and expanding its technical scope. But 2025 marked a notable milestone, with the business surpassing $100 million in revenue.” milestone. “For us, that was not just a financial result, it was a signal of maturity,” says Valainis. “It showed we had grown not only in volume, but also in capability, structure and confidence. And when that happens, the way you present yourself has to evolve too.” That evolution is now taking shape in the form of AROS. The new brand structure is built around the idea that clients need both confidence in the company as a whole and clarity about the capabilities behind it. AROS is now the main brand, representing the company’s reputation and market presence, while three divisions – newbuilds, refurb and technical – define the business’s core areas of expertise. “This is not about becoming something else,” Valainis explains. “It is about showing more clearly what we have already become.” Each division reflects a different type of competence, pace and delivery model. Newbuilds require long-term planning and consistency. Refurbishment projects demand speed, adaptability and precise
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