Merged supply chain software rivals Kewill Inc. and LeanLogistics Inc. have rebranded their combined company as BluJay Solutions and released a new global trading platform, the firm said today.

As its first act under the new corporate banner, BluJay launched a supply chain automation platform called the Global Trade Network. The product improves efficiency for trading partners by creating a single, united network that gives users access to the services of more than 40,000 carriers, shippers, forwarders, suppliers, and logistics service providers (LSPs), according to BluJay, which is headquartered in Manchester, U.K. and keeps its U.S. office in Chelmsford, Mass.

"It's no longer just about multi-modal, omnichannel, and booking tools—we're moving toward a new era of business where global trade shifts to the forefront, and supply chain becomes today's battleground," BluJay Solutions CEO Doug Braun said in a release.

That combined array of services gives companies access to multiple delivery options and carrier choices, as opposed to the traditional approach of optimizing the flow of goods from the point of view of just an individual company, according to a statement by Steve Banker, vice president for supply chain management at ARC Advisory Group, released by BluJay.

The rebranding is the latest step in the merger of the two companies after Kewill bought LeanLogistics from its Australian parent Brambles Ltd. in May 2016 for a reported $118 million. Since then, the firms have been working to combine their expertise in supply chain execution and global trade management into an integrated, cloud-based portfolio of logistics applications, analytics, and services, BluJay said.