Supply Chain Decoded | Feat. Paul Jarrett, Bulu

From Ad Exec to the King of Tricky Ship: Paul Jarrett on Reinventing Fulfillment for the Modern Brand
In this episode of Supply Chain Decoded, host Jenni Ruiz sits down with Paul Jarrett, co-founder and CEO of Bulu—a 3PL that’s anything but traditional. From growing up in a trailer park to co-founding one of the first subscription box companies, Paul shares the unexpected path that led him from Madison Avenue ad agencies to masterminding logistics for brands like Disney, Clorox, and Hulk Hogan.
Paul unpacks how Bulu evolved from a subscription box startup into a fulfillment powerhouse, mastering the art of “tricky ship”—those complex, high-touch logistics projects most 3PLs avoid. He reveals how listening deeply to customers helped them build tech-enabled, omnichannel solutions that scale, and why empathy and servant leadership are the cornerstones of their business model today.
Expect stories of folding bandanas for Hulk, decoding NFT-infused inventory, and how curiosity, humility, and a solid co-founder (who happens to be his wife) keep the Bulu team future-ready in a shifting global market.
Topics include:
Paul’s journey from advertising to logistics
What it means to do “tricky ship” and why most 3PLs avoid it
Lessons in resilience from the pandemic and beyond
The power of empathy and trust in business partnerships
Why curiosity—not credentials—wins in logistics
If you’ve ever wondered what makes a fulfillment partner truly stand out, this one’s for you.
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