Wayfindr, formerly CBIP Logistics, has unveiled a new identity and service architecture to help brands “find a way” through today’s rapidly changing business environment. As a leading 4PL provider, it offers flexible, tech-driven solutions empowering brands to scale globally with confidence.

Hong Kong, August 6, 2025 -- 4PL Logistics: The New Standard for E-commerce Logistics

Traditionally, 4PL logistics was primarily adopted by large enterprises with complex supply chains, while smaller e-commerce businesses relied on local 3PL providers. Today, this landscape is evolving. More brands are looking beyond basic fulfillment services and seeking comprehensive logistics solutions that offer greater flexibility, efficiency, and end-to-end visibility.

Wayfindr answers this need with a modular 4PL model designed to simplify global logistics, optimize delivery times, and help brands scale without operational bottlenecks.

CBIP Logistics Rebrands to Wayfindr

Wayfindr - The 4PL logistics engine behind every great brand 

Amid these changes, the logistics company formerly known as CBIP Logistics is revamping its services and rebranding as Wayfindr. While the new name and image bring a fresh feel to the Hong Kong-based 4PL logistics company, the real reason behind the rebrand is to better communicate its unique capabilities to brands in need of more agile logistics services.

After a decade of growth, Wayfindr is repositioning itself as a truly brand-centric logistics partner, offering not just fulfillment service but modular 4PL logistics solutions designed to help brands scale globally without friction.

Supply chains have been rerouted and markets have stalled this year due to tariff shocks, increasing the need for personalized logistics help. The new branding and name were chosen to show the company’s dedication to “finding a way” for its brand customers. Wayfindr helps brands find a way to scale to new markets, deliver on brand promises, and manage all logistics services with ease.

“We’ve built a 4PL logistics company that caters to this market of e-commerce logistics through personalized care and filling operational gaps, and we wanted to better present the kind of company we are to the market. We don’t just do X fulfillment in X market, we have so many flexible options. Whatever that one customer needs, we just find a way to get it done,” says Nick Bartlett, Co-Founder & Director of Wayfindr.

Global Reach, Local Expertise

The newly rebranded Wayfindr is a fourth-party logistics (4PL) company founded to help growing brands create better global logistics networks. The company offers a modular logistics program powered by its proprietary platform, Bundle. Wayfindr designs end-to-end logistics solutions that span the globe, enabling fast-growing brands to expand confidently and operate more efficiently.

Founded in 2017 by Nick Bartlett and Chris Crutchley, Wayfindr is now based in Hong Kong, with offices in Mainland China, Taiwan, Vietnam, the UK, the EU, North America, and Australia. For a full list of areas Wayfindr operates in, visit their website.

Wayfindr includes a new visual identity, digital experience, and product architecture aimed at clarifying Wayfindr’s full-service and modular offerings. New product structures — Wayfindr Go, Flex, Explore, and Plus—are tailored to different needs and growth stages. The launch of Bundle, Wayfindr’s proprietary logistics management software, allows brands to manage logistics and linked operations from one central platform. The brand language is now clearer and more aligned with the needs of founders and e-commerce brands.

Despite these changes, Wayfindr emphasizes that it will continue to offer the same high-quality full service logistics and customer care that clients received under the CBIP name. The company remains committed to customer service, leadership by industry experts, agile logistics solutions, and helping brands scale with ease. Wayfindr’s technology stack is designed to connect its global logistics network, and the company persists in leading with sustainability goals.

Contact Info:
Name: Wayfindr
Email: Send Email
Organization: Wayfindr | The 4PL Logistics Partner for E-Commerce
Address: 11/F, YF Life Tower, 33 Lockhart Road, Wan Chai, Hong Kong
Website: https://wayfindr.io/

Video URL: https://www.youtube.com/watch?v=Yk5Z-iUZKqI

Release ID: 89166578

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