Kewill and LeanLogistics rebrand as BluJay Solutions,

The new brand brand is designed to reflect the company’s ability to help shippers achieve greater velocity of global trade

By ·

Kewill and LeanLogistics today announced that the companies have rebranded as BluJay Solutions. In conjunction with the rebranding, the company has also unveiled the BluJay Global Trade Network, a fundamentally new model designed to go beyond automation.

As reported in LM, Kewill completed the integration of LeanLogistics, which it acquired in May 2016, bringing together supply chain execution and global trade management in one integrated portfolio of logistics applications, analytics and services.

 According to Doug Braun, CEO, BluJay Solutions, the new brand brand is designed to reflect the company’s ability to help shippers achieve greater velocity of global trade and operate at the speed of business – even in the face of dynamic market forces and fluctuations in customer demand.

Industry analysts agree.

“Traditional supply chain solutions focused on optimization from the point of view of an individual company. But as companies moved to more outsourcing and increasing reliance on global supply chain partners, the traditional software architecture has become increasingly less relevant,” said Steve Banker, Vice President, Supply Chain Management at ARC Advisory Group. “A modern global trade network model gives companies access to multiple delivery options and carrier choices so they can quickly seize new opportunities and enjoy frictionless and more efficient movement of goods across any border.” 

Patrick Maley, BluJay’s Chief Marketing Officer, told LM in an interview that the new brand change was driven by globalization and differentiation, too. 

“Kewill was very strong in many markets, but the perception was often different,”  he said. “In the U.S. for example, it was recognized as a leader in the parcel space, while I the U.K. it was in EDI, and in Germany with regulatory compliance. This rebranding should address that confusion.”

Indeed, BluJay Solutions’ domain expertise will be a factor in diverse areas to global trade – transportation, parcel, warehouse, and customs management, as well as freight forwarding and compliance.

The company noted that it also has four decades of experience, with more than 7,500 shippers spanning more than 100 countries. BluJay shippers include five of the top 10 food and beverage companies, 32 of the top 40 logistics service providers, and 24 of the top 25 freight forwarders. With BluJay, 1.9 billion transportation transactions are processed and 4.5 billion boxes shipped annually.


About the Author

Patrick Burnson, Executive Editor
Patrick Burnson is executive editor for Logistics Management and Supply Chain Management Review magazines and web sites. Patrick is a widely-published writer and editor who has spent most of his career covering international trade, global logistics, and supply chain management. He lives and works in San Francisco, providing readers with a Pacific Rim perspective on industry trends and forecasts. You can reach him directly at [email protected]

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