Irving, Texas-based supplier BirdieBox (PPAI 799707, Standard-Base), which provides kitting, decoration, fulfillment and on-site storage, has undergone a makeover.
After experiencing instability and organizational strain that impacted customers, vendors and employees, the firm says an existing institutional investor has taken active ownership and is leading the company forward.
Spring Hollis, CEO of Star Strong Capital, a private investment firm that BirdieBox partnered with last year for a capital raise, has become the interim CEO of the supplier.
“We’re not starting over – we’re starting stronger,” Hollis says. “We believe in this brand’s mission, its people and its potential. Our team has the expertise and appetite for the challenge that turnarounds demand. BirdieBox has a great product – it simply lacked the stewardship to deliver with excellence. That changes now.”
Spring Hollis
Interim CEO, BirdieBox
New Chapter
As part of this transformation, BirdieBox now operates under BirdieBox Holdings. The company has also made key leadership and operational staffing changes to support a more stable and high-performing future.
- The firm has tapped co-founder and former chief strategy officer Michael Myers to help shape its next chapter.
“BirdieBox was a special place… built on a foundation of client trust and an unwavering quest to craft the perfect user experience,” Myers says. “Somewhere along the way, those things became secondary. It’s time to return to the principles of transparency, integrity and execution that once had this company on a fast track to greatness… and this is the leadership team to do just that.”
Michael Myers
Co-Founder, BirdieBox
With new investment and leadership, BirdieBox aims to enhance fulfillment systems, stabilize timelines and improve project delivery across every touchpoint.
“This is more than a relaunch,” Hollis says. “To the clients who’ve stuck with us, and to the ones giving us a fresh look, we’re here to demonstrate the enduring value of personalized gifting experiences.”
