The Bluebird Group

What The Bluebird Group does

The Bluebird Group is a Minneapolis-based, private equity-backed omnichannel retail commerce services company founded in 2015 by CEO Jason Kapsner. It operates as a full-service agency for consumer brands, delivering retail media management, omnichannel sales, creative production, social commerce, insights and analytics, technology, and category management across nine major US retailers (Amazon, Walmart, Target, Best Buy, Costco, Sam's Club, Kohl's, Kroger, and BJ's Wholesale) plus 40+ retail media networks and TikTok Shop. The firm has built its model around dedicated account teams per retailer channel with on-the-ground presence in Bentonville and Cincinnati, supported by an in-house proprietary technology platform called Satellite that consolidates sales, marketing, inventory, traffic, and social data into a single drillable dashboard with an AI-assisted recommendation layer branded Wingman AI.

The business makes money primarily through managed-services retainers and professional services fees tied to advertising technology and media buying across retailer media networks, structured as multi-year enterprise engagements. The platform was acquired and expanded through inorganic moves: 479 Sales & Marketing in 2022 added a Bentonville-anchored Walmart and Sam's Club practice, OneStone Solutions Group in 2023 brought Amazon and dedicated retail media capabilities, and Nibble in 2025 added a TikTok creator agency managing 150,000+ creators and $100M in TikTok Shop revenue. Total reported managed retail dollars exceed $1B (Amazon alone) and client retention is stated at >90%.

Ownership has progressed from founder-only to a 2021 minority investment by H.I.G. Capital and a June 2026 recapitalization in which Bertram Capital took a control position alongside founders, with H.I.G. exiting and Bertram Labs providing dedicated technology infrastructure support. Existing leadership, including Kapsner as CEO, remained in place through the transition, and the firm's customer base spans consumer brands such as Simple Modern, Chomps, HexClad, Beekman, Litter Robot, and Ketona across CPG, consumer electronics, cookware, pet, and food and beverage verticals.

Name

The Bluebird Group

Legal name

The Bluebird Group LLC

Website

https://thebluebirdgrp.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

The Bluebird Group is a Minneapolis-based omnichannel retail commerce services firm that helps consumer brands grow across Amazon, Walmart, Target, Best Buy, Costco, Sam's Club, Kohl's, Kroger, BJ's Wholesale, and TikTok Shop via retail media, sales management, creative, analytics, and proprietary technology.

Ownership category

akta.pro rank

Product category

Retail Commerce Services

NAICS

Web Search Portals and All Other Information Services (51929)

SIC

Services-Advertising Agencies (7311), Services-Management Services (8741)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

akta.pro secondary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• Retail media services
• Omnichannel commerce agency
• Retail analytics software
• Marketplace advertising management
• Consumer brand distribution

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Omnichannel Retail Services: Full-service agency fees for comprehensive retail commerce services including retail media management, omnichannel sales management, creative services, social commerce, insights, technology, and category management. Services are typically structured as ongoing partnerships with retainer arrangements.
2. Retail Media Management: Fees for advertising technology, campaign management, and media buying across 40+ retailer media networks including Amazon, Walmart Connect, Roundel, and others.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

The Bluebird Group is a full-service omnichannel retail commerce agency that helps consumer brands plan, execute, and grow across major US retailers (Amazon, Walmart, Target, Best Buy, Costco, Sam's Club, Kohl's, Kroger, BJ's Wholesale) and TikTok Shop. It sells an integrated suite of services covering retail media advertising, omnichannel sales management, creative production, social commerce and demand generation, consumer insights and analytics, and category management, supported by a proprietary cross-retailer analytics platform called Satellite.

Product overview

The Bluebird Group is an omnichannel commerce services company offering an integrated suite of capabilities as a unified platform. The core proprietary technology is Satellite, a retail intelligence platform providing cross-retailer dashboards and AI-powered insights. This platform is supplemented by acquired capabilities including Nibble (TikTok/social commerce, acquired 2025) and OneStone Solutions Group (retail media, acquired 2023). The service portfolio encompasses seven integrated modules: Retail Media Services (advertising across 40+ retailers), Omnichannel Sales Management, Creative Services, Social Commerce & Demand Generation, Insights & Analytics, Category Management, and Technology. These services collectively support consumer brands across nine major retail channels (Amazon, Walmart, Target, Best Buy, Costco, Sam's Club, Kohl's, Kroger, BJ's Wholesale) plus TikTok Shop.

Differentiator

Problem solved

Functional benefit

Brands

• Nibble: A full-service TikTok agency focused on creator partnerships and TikTok Shop affiliate traffic, acquired by Bluebird in 2025
• OneStone Solutions Group

Products and services

• Satellite Bluebird's proprietary cross-retailer analytics and intelligence platform that combines sales, marketing, inventory, market share, traffic, search visibility, and social data from multiple retailers into one drillable dashboard with AI-powered insights for consumer brands.
• Nibble Full-service TikTok agency for CPG, health and wellness, beauty, apparel, and electronics brands, managing creator partnerships, in-house content creation, and TikTok Shop full-service operations with access to 150,000+ creators.
• Retail Media Services End-to-end retail media advertising service for consumer brands across 40+ retailer media networks, including advertising technology, Amazon Search and DSP, Walmart Connect, Roundel integration, and Amazon Marketing Cloud analytics.
• Omnichannel Sales Management Retail sales strategy, account management, and operations support service covering distribution strategy, merchant engagement, and integrated commerce execution for consumer brands across major US retailers.
• Creative Services Data-driven creative production service for consumer brands, including custom ad creative, carousels, SEO copy, A+ content and brand stores, photography, videography, and design optimized for conversion across retail platforms.
• Insights & Analytics Consumer insights and analytics service combining traditional POS data with digital, DTC, and social signals to support product development, trend spotting, and retail decision-making for consumer brands.
• Category Management Category management service for consumer brands and retailers, integrating digital signals for demand tracking, trend identification, assortment and pricing optimization, planogram management, and retail media-driven profit enrichment.
• Social Commerce & Demand Generation Social commerce and demand generation service for brands, covering TikTok Shop management, creator community building, campaign management, UGC video production, and affiliate program management to convert social discovery into retail sales.

Quantifiable outcome

• Tens of millions in revenue growth for top clients (e.g., Simple Modern)
• +5 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability8 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• NibblecoreStrategic or Co-development Partner · 2 September 2025Acquired Nibble, a full-service TikTok agency built on creator partnerships and TikTok Shop affiliate traffic. Nibble generates 1.5B+ views and $100M in TikTok Shop revenue, with access to 150,000+ creators. Acquisition enables Bluebird to capture social discovery demand that drives retail traffic across all channels.
• OneStone Solutions GroupcoreStrategic or Co-development Partner · 19 December 2023Acquired OneStone Solutions Group, a provider of Amazon, Walmart, and Retail Media services. Acquisition enhances Bluebird's omni-channel commerce capabilities and expands offerings in Amazon and retailer.com channels. OneStone Solutions Group powers Amazon services including operations, strategic account management, technology, platform management, retail media, and creative.
• 479 Sales & MarketingcoreStrategic or Co-development Partner · 25 April 2022Acquired 479 Sales & Marketing, a full-service agency based in Bentonville, Arkansas, to expand retail partnerships notably with Walmart. Acquisition leverages combined data and industry expertise to better serve brands in retail channels including Walmart, Walmart.com, and Sam's Club.
• AmazoncoreTechnology or IntegrationTechnology integration partner providing access to Amazon SellingPartner API, Amazon Marketing Cloud, and Amazon DSP. Bluebird is an Amazon Ads partner and Software Partner in Amazon SellingPartner Appstore. Early access partner for new Amazon data including Subscribe & Save data via API.
• WalmartcoreTechnology or IntegrationBluebird is a Walmart Connect Agency Partner with deep integration into Walmart's platforms including NOVA, Item 360, Scripts & QMS, and Walmart Luminate. Proficient in Walmart supplier portal, Direct Import, and Transportation Portal systems.
• Target (Roundel)coreTechnology or IntegrationIntegration with Target's Roundel retail media network. Bluebird participated in beta testing of Roundel Media Studio and has been recognized by Roundel team for positive results with clients.
• Kroger / 84.51coreTechnology or IntegrationPartnership with Kroger and its data analytics subsidiary 84.51 for detailed data and storytelling. Bluebird has detailed weekly and monthly 84.51 reporting capabilities and expertise in KOMPASS Strategy.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• GroupM Nexus (WPP): WPP-owned commerce and retail media unit offering global enterprise brand services across Amazon, Walmart, and major retailers. A broad incumbent peer with overlapping capabilities but operating at holding-company scale with broader portfolio beyond Bluebird's specialty focus.
• Publicis Commerce / Publicis Groupe: Global advertising holding company with extensive commerce, retail media, and digital practice areas. Comparable to Bluebird's end-to-end service portfolio but at significantly larger scale and broader market coverage.

Direct peers

• Pattern: Amazon accelerator and global eCommerce agency providing brand growth, marketplace management, advertising, and creative services. Directly comparable in Amazon-centric managed services and tech-enabled agency model serving CPG brands.
• Pacvue: Retail media management platform with both software and managed services across Amazon, Walmart, and Instacart. Directly comparable to Bluebird's retail media + omnichannel sales management services, with overlapping technology platform and agency offerings.
• Flywheel Digital (Omnicom): Omnicom-owned digital commerce agency specializing in Amazon, Walmart, and omnichannel retail media. Directly competes with Bluebird for enterprise CPG brand budgets and offers comparable retail media + content + analytics services at holding-company scale.
• Tinuiti: Large independent omnichannel commerce and retail media agency offering Amazon, Walmart, and Target advertising plus creative and analytics. Most directly comparable peer to Bluebird in terms of full-service omnichannel commerce model and enterprise CPG customer base.
• Channel Bakers: Amazon-focused digital agency providing advertising, content optimization, and brand management services. Closely comparable to Bluebird's OneStone Solutions Group subsidiary and serves a similar mid-market and enterprise CPG customer base on Amazon.
• Wpromote: Independent digital marketing agency offering media planning, retail media, SEO, creative, and analytics across channels. Comparable to Bluebird in offering integrated omnichannel services to enterprise brands with similar mid-market to enterprise GTM motion.

Emerging players

• Skai (formerly Kenshoo): Retail media intelligence and activation platform with omnichannel publisher support across Amazon, Walmart, and other retailers. Comparable to Bluebird's Satellite technology platform in providing cross-retailer analytics and advertising technology, though more software-led and less services-led.
• Acadia: Retail media agency and technology platform serving brands across Amazon, Walmart, Target, and Kroger with both managed services and software. Direct overlap with Bluebird's retail media and omnichannel services, particularly in mid-market CPG segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bluebirdhq
• LinkedInlinkedin.com/company/9451332

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Bluebird Group