Bulu
Bulu is a US-based 3PL fulfillment provider operating warehouses in Lincoln, Phoenix, and Newark, offering pick-and-pack, kitting, and multichannel fulfillment services to ecommerce brands, subscription box companies, and Fortune 500 enterprises via Extensiv WMS and 70+ sales channel integrations.
- Company typePrivate
- Founded2012
- HeadquartersLincoln, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Bulu does
Bulu is a US-based third-party logistics (3PL) fulfillment provider headquartered in Lincoln, Nebraska, founded in 2012 by Paul Jarrett and Stephanie Jarrett. The company evolved from Bulu Box — one of the earliest direct-to-consumer subscription boxes launched in 2012 — into a full-service 3PL under the Bulu Group brand circa 2020. It operates three warehouses (Lincoln, Phoenix, and Newark) providing 95% US 3-day ground shipping coverage, with a hybrid hub-and-spoke fulfillment architecture and nearly 10,000 square feet of dedicated kitting space capable of producing 100,000 kits per day. Core services include pick-and-pack fulfillment, kitting and assembly, multichannel fulfillment, B2B/wholesale distribution, and same-day shipping, supported by guaranteed 99% order accuracy and an average 28% shipping cost saving for clients.
The technology stack is built on Extensiv's warehouse management system (WMS), with 70+ pre-built integrations across major ecommerce platforms including Shopify, Amazon, Walmart, WooCommerce, eBay, and Magento. Differentiators include centralized inventory management across channels, kit-to-ship label printing, dedicated in-house account managers, and a 2-6 week onboarding window. The company has cumulatively shipped over 10 million boxes across 16+ subscription box programs and serves a customer base spanning Fortune 500 enterprises (Disney, GNC, Crayola, Discovery Channel, Lululemon, Scott's MiracleGro) to SMB ecommerce brands, with no long-term contracts and quote-based, transaction-fee pricing.
Revenue is generated primarily through transaction-based fees for storage, pick-and-pack, kitting, and value-added services (repackaging, returns inspection, custom gift messaging), supplemented by digital product sales (e.g., financial model templates). The company has raised approximately $6.67M across four disclosed funding rounds between 2012 and 2016 from investors including Dundee Venture Capital, Flyover Capital, Linseed Capital, Mid-America Angels, Midwest Venture Alliance, and Triompf, with no subsequent institutional funding disclosed. Recent external recognition includes Fulfill.com's Top 50 US 3PL for 2025 and Inc. Magazine's 2025 Female Founders 500 List (Stephanie Jarrett).
Bulu firmographics
Firmographics- Name
- Bulu
- Legal name
- Victor Leigh LLC DBA Bulu
- Website
- https://www.bulugroup.com/
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bulu is a US-based 3PL fulfillment provider operating warehouses in Lincoln, Phoenix, and Newark, offering pick-and-pack, kitting, and multichannel fulfillment services to ecommerce brands, subscription box companies, and Fortune 500 enterprises via Extensiv WMS and 70+ sales channel integrations.
- Ownership category
- akta.pro rank
Bulu industry classification
Industry- Product category
- Third-Party Logistics (3PL) & Ecommerce Fulfillment Services
- NAICS
- General Warehousing and Storage (493110), General Warehousing and Storage (49311)
- SIC
- Public Warehousing & Storage (4220)
- akta.pro primary industry
- Omnichannel Retail Fulfillment (BOPIS/Ship-from-Store Support) (TLAIADAB)
- akta.pro secondary industries
- Returns Processing Centers (Reverse Logistics) (TLALADAG), Third-Party Logistics (3PL) Fulfillment Providers (CRAFAMAA)
Keywords
Where Bulu is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Bulu business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- 3PL Fulfillment Services: Pick and pack fulfillment services for ecommerce brands, subscription boxes, and B2B/wholesale operations. Revenue generated through storage, packing, and shipping fees based on order volume and complexity.
- Kitting & Assembly Services: High-volume kitting and light assembly services with nearly 10,000 square feet dedicated warehouse space. Revenue from kitting fees based on complexity and volume.
- Digital Products & Templates: Sale of downloadable templates including Subscription Box 4-Year Financial Model ($995) and Beginner's Guide to Subscription Box Customer Service ($9.99).
- Value-Added Services: Additional services including repackaging, rebranding, shrink wrapping, returns inspection, custom gift messages, packaging recommerce, and serial number scans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Custom 3PL Fulfillment Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Bulu product offering
Product offeringCore offering
Bulu is a technology-enabled third-party logistics (3PL) provider specializing in ecommerce and subscription box fulfillment. The company offers pick and pack fulfillment, kitting and assembly, multi-channel fulfillment, and B2B/wholesale distribution from warehouses in Lincoln, Phoenix, and Newark, using a hybrid hub-and-spoke model that integrates with 70+ sales channels and fulfills from a single inventory source.
Product overview
Bulu is a subscription-first, full-service 3PL (third-party logistics) company offering a unified fulfillment platform centered on Pick & Pack Fulfillment and Kitting & Assembly Services. The portfolio includes Multi-Channel Fulfillment for omnichannel operations, B2B & Wholesale Distribution, and Same-Day Shipping with a 99% accuracy guarantee. Value-added services (repackaging, custom gift messaging, returns management) and In-House Account Management are offered as add-on modules. Self-service tools include a Pricing Calculator, WMS Video Training Guides, Glossary of Fulfillment Terms, and downloadable digital products (Beginner's Guide to Subscription Box Customer Service at $9.99, Subscription Box 4-Year Financial Model at $995). The company serves Fortune 500 clients as well as emerging e-commerce brands through warehouses in Lincoln, NE, Arizona, and New Jersey.
Differentiator
Problem solved
Functional benefit
Products and services
- Pick & Pack Fulfillment
- Kitting & Assembly Services
- Multi-Channel Fulfillment
- B2B & Wholesale Distribution
- Value-Added Services
- Subscription Box 4-Year Financial Model
- Beginner's Guide to Subscription Box Customer Service
Quantifiable outcome
- Orders ship same day or next day (previously several days)
- +4 more outcomes
Companies that use Bulu
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Bulu technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
Bulu partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- LululemoncoreBulu partnered with Lululemon to execute their annual Influencer Gift Box program, managing curation, procurement, design, kitting, and fulfillment. The project expanded from 75 boxes to 640+ recipients, representing a 753% increase in shipments.
- DisneycoreFortune 500 partner for private-label subscription box fulfillment. Bulu manages storage, packing, and shipping for Disney subscription box programs.
- GNCcoreBulu协助GNC管理其PRO Access奖励计划，包括每半年向客户交付个性化样品的PRO Box，推动客户获取、激活、留存和购买。
- CrayolacoreFortune 500 partner for subscription box fulfillment services, managing the storage, kitting, and shipping of Crayola subscription box programs.
- Discovery ChannelcoreLaunched the Shark Week subscription box as a marketing tool, managing the entire fulfillment process from curation to delivery.
- Scott's MiracleGrocoreBrand partner for subscription box program, leveraging Bulu's expertise and fulfillment strategies to bring new revenue streams.
- ExtensivcoreBulu uses Extensiv as their Warehouse Management System (WMS) platform, providing order management, inventory tracking, receipt processing, and client portal capabilities.
- ShopifycoreIntegration partner with free Shopify subscription integration available to Bulu clients as part of onboarding.
- SUBTAminorCEO Paul Jarrett is a member of SUBTA (Subscription Box Industry Board) which organizes SubSummit and Recur conferences. Bulu actively participates in industry events.
- The Good Life HalfsyminorBulu's first subscription program Bulu Box was the presenting sponsor of this half marathon event in Lincoln, Nebraska.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Bulu competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat5 records
Customer concentration
Bulu social profiles
Digital presenceBulu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bulu leadership team
Management profileNumber of profiles
Profiles5 records
Bulu funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bulu M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bulu
What does Bulu do?
Bulu is a technology-enabled third-party logistics (3PL) provider specializing in ecommerce and subscription box fulfillment. The company offers pick and pack fulfillment, kitting and assembly, multi-channel fulfillment, and B2B/wholesale distribution from warehouses in Lincoln, Phoenix, and Newark, using a hybrid hub-and-spoke model that integrates with 70+ sales channels and fulfills from a single inventory source.
Is Bulu a public or private company?
Bulu is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bulu founded?
Bulu was founded in 2012. It employs 11 to 50 people.
Where is Bulu based?
Bulu is headquartered in Lincoln, United States, in the North America region.
How does Bulu make money?
Four revenue lines are on record. 3PL Fulfillment Services are the primary driver. The others are kitting & Assembly Services, digital Products & Templates and value-Added Services.
Does Bulu have an API?
No public API is recorded for Bulu.
What industry is Bulu in?
Bulu's product category is Third-Party Logistics (3PL) & Ecommerce Fulfillment Services. Its primary akta.pro industry code is TLAIADAB, Omnichannel Retail Fulfillment (BOPIS/Ship-from-Store Support), with a secondary code of TLALADAG, Returns Processing Centers (Reverse Logistics). Its NAICS code is 493110 and its SIC code is 4220.