The 4PL Helping Brands “Find a Way” in Changing Markets.

In the past, 4PL adoption trended higher among big brands & industries with complex supply chains, while smaller e-commerce brands could get by with a local 3PL.

A new study from Cognition Solutions shows that the trend is shifting. 

As markets scramble and shift around to adjust to trade war tariffs & other supply chain disrupters, e-commerce brands have to make key operational decisions to ensure their brands stay afloat. When you need agile supply chains, one model rises to the top: the 4PL logistics provider.

A market study done earlier this year shows that during 2025–2032, more e-commerce companies are likely to switch to 4PLs to manage their logistical operations as they enable them to:

1. Streamline fulfilment 
2. Provide end-to-end visibility
3. Reduce delivery times, and
4. Provide them with agility to adjust their supply chain operations & meet fluctuating demands.

Luckily, the logistics company formerly known as CBIP Logistics is revamping its services to better serve brands, with a big change of its own: CBIP Logistics is rebranding to Wayfindr. 

While the rebrand brings a new feel and image to the Hong Kong-based 4PL, the real reason behind the rebrand was to better communicate its unique capabilities to a market of brands in need of more agile logistics solutions.

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

Behind the rebrand 

Supply chains rerouted and markets stalled this year thanks to tariff shocks, heightening the need for personalized logistics help. These macro trends are bringing 4PL to the forefront, making a brand revamp necessary to serve today’s e-commerce brands.

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 with ease.

“We’ve built a 4PL 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.

The rebrand comes on the heels of various changes, both within the company and in the wider logistics world.

“Last year was spent tirelessly building our first in-house logistics platform, which was both incredibly challenging and incredibly gratifying. That, plus all of the supply chain hiccups & drama surrounding tariffs, made it a crazy time,” says Chris Crutchley, Co-Founder and Director of Wayfindr.

“ At this point, we’ve been building our company for ten years. Over the past year, we started thinking about the kind of company we want to be for the next decade. We’ve created a super brand-centric company, and we wanted that message to be right at the core of our name and messaging.”

What’s Changing?

The rebrand includes a new visual identity, digital experience, and product architecture aimed at clarifying Wayfindr’s full-service and modular offerings:

• New product structure: Wayfindr Go, Flex, Explore, and Plus packages are tailored to different needs and growth stages.
• Platform launch: Bundle, Wayfindr’s proprietary logistics management software, is designed to let brands manage logistics & linked operations from one central platform.
• Brand language: Clearer, more brand-aligned messaging was chosen to resonate with founders and communicate in a language that they understand.

What’s staying the same?

In spite of all the visual and formatting changes, the 4PL is emphasizing that it will still offer the same services and benefits that customers got with the old brand. Wayfindr will include and offer all of the same great services & high level of customer care offered with CBIP. 

Things keep getting better for the brand, but leaders Nick and Chris want to emphasize that certain things will never change, like their

• Commitment to customer service
• Leadership by a team of industry experts who stay on top of changes
• Ability to create agile logistics that can change as brands grow & markets shift
• Dedication to helping brands scale with ease
• Technology stack designed to connect our network 
•  Persistence in leading with sustainability goals

About Wayfindr: 

Wayfindr is a fourth-party logistics (4PL) business 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.

The company was founded in 2017 by Nick Bartlett and Chris Crutchley and is based in Hong Kong, with offices in Mainland China, Taiwan, Vietnam, the UK, the EU, North America, and Australia. See our site for a full list of areas Wayfindr operates in.

Visit: [www.wayfindrlogistics.com]

Press Contact: [Insert contact email & name]

Media Kit & Logo Files: [Insert Dropbox or Google Drive link]

**insert boilerplate here**Learn more at wwww.wayfindr.io