Bulu Box

Bulu Box, which now operates as Bulu, was co-founded by husband and wife Paul and Stephanie Jarrett in 2012. The idea originated after Paul, a former Division I college football player, and Stephanie, with a background in marketing and design, completed a half marathon and saw an opportunity in the health and wellness space. Paul's journey to lose 100 pounds after his football career, combined with his professional experience in marketing for brands like Complete Nutrition, informed the company's direction. Launched from their San Francisco apartment, the business soon relocated to Lincoln, Nebraska, shipping its first subscription boxes in June 2012.

Initially, Bulu Box operated on a direct-to-consumer subscription model, delivering a monthly box of 4 to 5 samples of health, nutrition, and weight loss products. This allowed consumers to discover and try new items like protein powders, supplements, and healthy snacks without committing to full-size products. Subscribers could choose between an original box and a weight-loss-themed version, with monthly costs around $10. A key feature was a rewards program where customers earned points for reviewing products, which could be used to purchase full-sized versions.

Recognizing a larger market opportunity, the company pivoted its strategy. After receiving numerous inquiries from other businesses about their subscription model, Bulu Box evolved into Bulu, Inc., focusing on private-label subscription box solutions for other companies. This business-to-business (B2B) model offers turnkey services, including product sourcing, fulfillment, kitting, customer service, and data analytics for major brands such as Disney, Pepsi, GNC, and Clorox. This strategic shift proved successful, leading to significant revenue growth and positioning Bulu as a third-party logistics (3PL) provider specializing in subscription services and e-commerce fulfillment. In 2017, the company sold its Bulu Marketplace division, a platform connecting CPG brands with retailers, to further concentrate on its core B2B fulfillment services.

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