H.I.G. Capital divested its minority stake in Bluebird Group, a Minneapolis‑based commerce agency, as part of a recapitalisation led by the firm’s founders and Bertram Capital. The move follows a 2021 investment that helped Bluebird expand through acquisitions and technology upgrades, sharpening its omnichannel suite for consumer brands.

Bluebird’s platform spans marketplaces, retail media, social commerce, and proprietary data analytics, servicing more than 20 channels including Amazon, Walmart, Target, Costco and Kroger. Since the stake sale, the company has broadened its client roster and deepened its analytics capabilities, positioning itself as a trusted partner for brands navigating an increasingly complex retail ecosystem.

Andrey Vakhovskiy, managing director at H.I.G., praised the team’s growth since 2021, noting the agency’s ability to scale in a shifting commerce landscape. CEO Jason Kapsner highlighted the firm’s strengthened reputation and its plan to build on the foundation laid with Bertram Capital, aiming to capture additional market share across retail channels.

The recapitalisation signals confidence from founders and new investors, reinforcing Bluebird’s trajectory as a data‑driven commerce hub. By consolidating ownership, the company can accelerate product development and market penetration without dilution, positioning it to capitalize on the growing demand for integrated omnichannel solutions in the competitive retail tech arena.