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LINCOLN, Neb. — When Paul Jarrett co-founded Bulu, the vision was straightforward: Deliver subscription boxes packed with unique items and personalized care to customers. But Jarrett and his team quickly realized the model had greater potential. What began as a subscription service has evolved into a cutting-edge logistics solution, blending traditional fulfillment with modern data analytics to support both established and emerging brands.
Today, Bulu is a full-service fulfillment partner known for its innovative, technology-enabled logistics. Bulu’s approach simplifies inventory management, speeds up fulfillment and provides clients with real-time insights into their business. “We do the tricky ship,” Jarrett explains, pointing to Bulu’s unique ability to handle complex distribution needs for omnichannel brands like Disney, GNC and the emerging YouTube star Ryan Trahan.
The foundation for Bulu’s success is its hybrid hub-and-spokes model, which reimagines the logistics chain as a two-way data stream that dynamically adapts to client needs.
“Traditional fulfillment is linear — you ship from point A to point B and hope for the best,” says Jarrett. “Our model is more flexible. Data flows both ways, allowing us to provide real-time updates and keep clients connected to their inventory and sales metrics, whether they are for retail shelves, direct-to-consumer sales or social media campaigns.”
For businesses, the hub-and-spokes model means Bulu can handle distribution through any channel: retail, direct-to-consumer and even fast-paced social media platforms. Jarrett says Bulu’s system seamlessly transitions from one channel to another without the complexity of separate fulfillment services. “Clients don’t have to choose between retail, e-commerce or social media fulfillment,” he explains. “With us, they can manage everything under one roof.”
Bulu’s data-driven approach goes beyond efficient shipping. For example, clients can track and process returns in real time. “If an item comes back, our system notifies the client immediately,” Jarrett explains. They can decide whether to restock it or take other action. For high-volume clients, this helps reduce costs by keeping more items in stock without overproducing.”
Bulu’s digital-first philosophy extends to every corner of the operation. “If anything moves over the yellow line on our floor and isn’t digitized, that’s a problem,” Jarrett says with a laugh. “It’s a no-paper zone around here. Everything goes digital from the moment it hits our warehouse.” The emphasis on data accuracy has resulted in a streamlined system that supports efficient and informed decision making for clients.
A client dashboard provides comprehensive insights, enabling brands to optimize manufacturing and inventory based on sales velocity. “We can tell clients not only how much they’re selling and when they should order more,” Jarrett notes. “With data backing them up, clients avoid stockouts, maximize manufacturing schedules and cut down on wasted resources.”
While most fulfillment companies offer third-party logistics (3PL), Bulu has taken it a step further with five-party logistics (5PL) services. Traditional 3PL providers handle storage, packing and shipping, but Bulu adds two more layers: unlimited sales channels and customizable packaging. “Our clients can sell on as many channels as they want and customize their packaging for each channel, which is unheard of in this industry.”
To illustrate the advantage of 5PL, Jarrett points to recent projects. “For someone like Ryan Trahan, a popular YouTuber, we can handle his social media orders, retail orders and direct-to-consumer sales all through one system,” he says. “When he launched Joyride Candies, we managed thousands of orders in a single day. A more conventional model just wouldn’t have been able to handle that level of integration.”
The logistics landscape is changing, and Bulu is adapting to a new era where social media influencers drive consumer purchasing. “The days of just being an e-commerce brand are over,” says Jarrett. “Now brands must sell across retail, social media and e-commerce, and they need to manage it all seamlessly. That’s what we offer.”
Bulu’s model is uniquely suited for the rapid pivots required by influencer-driven sales. Jarrett describes how Trahan’s Joyride candy brand went from concept to launch almost overnight. “He has 15 million followers, so when he says ‘buy my candy,’ thousands of orders flood in. We’ve created a system that can handle that kind of demand and keep the process efficient.”
Bulu’s setup even allows clients to adjust inventory and product offerings based on trends. “We’re seeing a big trend in unique, limited-edition flavors driven by YouTubers and other influencers,” says Jarrett. “Our system supports frequent product changes, enabling brands to capitalize on what’s trending.”
Owning the company 100% after buying out venture capital investors in 2023, Bulu is now free to explore new growth paths. Jarrett sees the possibility of developing its own products and even building consumer brands using Bulu’s logistics system. “We’ve considered launching our own product lines and using influencers to promote them,” he reveals. “Having our own brands would allow us to show the full potential of our logistics model.”
He notes that Bulu’s growth trajectory has attracted significant interest, but the focus remains on quality. “We’re not just chasing numbers anymore. We want sustainable growth that continues to add value for our clients,” he says. “It’s about creating a product and then showing what we can do across all channels — retail, e-commerce and social media.”
While many of Bulu’s clients are consumer packaged goods brands, the company’s streamlined approach also offers valuable insights for retailers. “Retailers often work with multiple distribution intermediaries, which can add unnecessary costs,” Jarrett explains. “Our model simplifies that by connecting directly to retailers and bypassing middlemen. The days of relying on a distributor to get products on the shelf are numbered.”
Retailers stand to benefit from Bulu’s integrated approach, particularly as they compete to offer better prices and more efficient logistics. By helping CPG brands manage inventory and supply chains more effectively, Bulu indirectly supports retailers with faster restocking and fresher product offerings.
For Bulu, the focus remains on anticipating what the future of logistics will look like.
“Five years ago, you might say, ‘We’re an e-commerce brand or we’re a retail brand,’” he says. “Today, any brand that is launching has to be omnichannel. It’s all about engaging across every platform.”
As brands increasingly expect logistics providers to support retail, direct-to-consumer and social media sales, Bulu’s fully digital, data-driven model is well positioned to meet these demands. With plans for expansion, Bulu aims to lead the charge in redefining fulfillment. Jarrett sums it up: “If you’re not thinking omnichannel from day one, you’re already behind. We’re helping brands catch up — and stay ahead.”
