Blue Yonder: a new era of supply chain technology

By Georgia Wilson
Marking its 35th anniversary, JDA Software commits to endless innovation as it announces its rebranding of the company name. As technology advances at...

Marking its 35th anniversary, JDA Software commits to endless innovation as it announces its rebranding of the company name.

As technology advances at an exponential rate, the world is transforming alongside it to become more connected and empowered. This new technological era is providing customers with hundreds of options, creating new expectations from businesses to balance supply and demand, drive optimisation and provide a seamless end-to-end experience. 

With this growth comes new complexities and challenges within the supply chain industry and Blue Yonder - formerly JDA Software - has reimagined its branding to reflect its devotion to endless innovation, and its drive to fulfill the true potential of its customers. 

The company’s new name - Blue Yonder - is a reflection of its cloud transformation, product road map and the growing impact of the limitless potential artificial intelligence and machine learning technologies can provide within the supply chain, logistics and retail industries.


Following its rebranding, the company has also refreshed the industry of its company mission and purpose, vision, and offerings.

  • Mission and purpose - to empower every person and organisation to fulfill their potential in a complex global business environment

  • Vision - to reduce waste, energy and costs required to accelerate economic prosperity and global sustainability

  • Offerings - a seamless end-to-end digital fulfilment platform that empowers companies to intelligently anticipate and satisfy the expectations of their consumers 

“After great contemplation and research, we have come to the conclusion that our company brand needs to reflect the major transformation that our business has undergone in recent times. We have outgrown the name and it is time for us to rename the company,” commented Girish Rishi, chief executive officer, Blue Yonder. 

“Today is a momentous, historical day for us, as our 5,300 global associates celebrate the success of a company that came to be 35 years ago and as we position ourselves for the journey beyond. As we start a new era with a brand name that represents the realities of today and the aspirations for the future, we are ensuring that our investments and execution embody the essential elements that bring huge value for our 3,300 customers and our partners globally," concludes Rishi.

For more information on procurement, supply chain and logistics topics - please take a look at the latest edition of Supply Chain Digital magazine

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Image Source: Blue Yonder


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