The Bluebird Group has announced a new growth partnership with Bertram Capital , a private equity firm focused on helping companies unlock their next stage of growth through strategic capital, operational support, and technology enablement.
The partnership marks an important milestone for Bluebird as the company continues to expand its work with consumer brands across some of the world’s largest retail channels, including Amazon, Walmart, Target, Best Buy, Costco, Sam’s Club, Kohl’s, Kroger, BJ’s Wholesale, and TikTok Shop. Founded in 2015 and headquartered in Minneapolis, Bluebird has grown into a full-service omnichannel retail commerce services company, offering an integrated suite of capabilities across retail media, omnichannel sales management, creative asset production, social commerce and demand generation, insights, technology, and category management.
For Bluebird, the decision to partner with Bertram was rooted in a shared view of where retail commerce is headed and what brands will need from their partners in the years ahead.
As retail continues to become more complex, brands are being asked to manage growth across an expanding set of retailers, marketplaces, media platforms, data sources, and shopper touchpoints. The work required to succeed at retail has become increasingly connected, with sales strategy, retail media, digital commerce, creative, insights, operations, and technology all playing a critical role in how brands show up and grow.
Bluebird’s partnership with Bertram is designed to support that next phase of growth while preserving the leadership, culture, and client-centric approach that have shaped the company since its founding. Jason Kapsner will continue to lead Bluebird as CEO, and the existing leadership team will remain in place.
“We are excited to partner with Bertram and continue to build on the strong foundation we have established,” said Jason Kapsner , CEO and Founder of The Bluebird Group. “Bertram’s experience working with entrepreneurial businesses, our shared vision for the solutions that will fuel the future of omnichannel commerce, and the unique technological capabilities of the Bertram Labs team make them the ideal partner for this next chapter. We believe Bluebird’s retail expertise and Bertram Labs’ technology team will combine to materially enhance our ability to support the needs of our brand partners.”
Bertram Labs, Bertram’s in-house technology team, is a key component of the partnership. Bertram Labs works with portfolio companies to support technology infrastructure, digital marketing, data and analytics, application development, and platform optimization.
For Bluebird, this technology support is especially important as the company prepares for accelerated growth across its businesses, offices, services, and retailer partnerships. The opportunity ahead is to continue building more connected systems across the organization, strengthening the way teams share information, move faster, and support brand partners with an integrated perspective across the full retail commerce ecosystem.
This vision involves continuing to connect the capabilities Bluebird already brings together under one roof, from retail media and omnichannel sales management to insights, creative, social commerce, demand generation, category management, and technology. As brands face more complexity across retailers and platforms, the ability to connect strategy, execution, and data across functions will become increasingly important.
“The Bluebird Group has built an exceptional business at the intersection of retail expertise and data-driven commerce strategy,” said Jared Ruger , Partner at Bertram Capital. “The Company embodies the characteristics we look for in a Bertram investment: a large and growing market, a differentiated service offering, deep customer relationships, and a talented team that has built strong relationships with leading consumer brands. We are excited to partner with Jason and the entire Bluebird team to accelerate the Company’s next phase of growth. We also see tremendous opportunity for Bertram Labs to enhance Bluebird’s technology infrastructure, ultimately helping brand partners win at retail faster and more efficiently.”
The partnership reflects a broader shift taking place across the retail industry. As commerce becomes more technology-enabled, brands need partners who can help them navigate retailer relationships while also building the systems, insights, and executional capabilities required to grow across channels. For Bluebird, the next chapter is about continuing to combine hands-on retail expertise with the technology infrastructure needed to support faster, smarter, and more connected growth.
Bluebird’s mission remains centered on helping brands grow across the world’s largest retail channels. With Bertram’s support and the added capabilities of Bertram Labs, the company is positioned to continue expanding its services, strengthening its technology platform, and helping brand partners meet the changing demands of modern omnichannel commerce.