With so many of his ships regularly visiting Port Victoria the town became known to them as the Mariehamn of the South.
The new company purchased the steamer Brittany, renamed her Ålandsfärjan and started operations between Kapellskär (Sweden) and Mariehamn (Åland) in direct competition with Rederi Ab Vikinglinjen.
The first version of the BOOKIT system was originally developed in 1987 for the AW Line operation between Mariehamn on the Åland Islands in Finland and Norrtälje in Sverige.
Ninety per cent of the population live on Fasta Åland (the Main Island), also the site of the capital town of Mariehamn.
He made his debut for Mariehamn on January 18, 2011 in a 4–0 victory over FC Haka in the Finnish League Cup.
The Silja Line, Viking Line and Tallink ferries operating between Helsinki, Turku or Tallinn and Stockholm call briefly at Åland, at either Mariehamn or Långnäs.