Kewill and LeanLogistics rebrand as BluJay Solutions,

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.