FiftyOne Global Ecommerce Rebrands as Borderfree

Apr 15, 2013 10:32 AM  By

FiftyOne Global Ecommerce has rebranded as Borderfree in an effort to further emphasize the company’s ongoing mission to enable U.S. retailers to transact with consumers in every corner of the globe.

“Identifying as Borderfree allows us to more directly communicate our vision and mission to create an entirely ‘border-free’ global ecommerce experience for consumers and retailers,” said CEO Michael DeSimone is a press release.

To support growing demand for global ecommerce expansion, Brian Dhatt has been appointed as the company’s new chief technology officer. Responsible for overseeing all tech innovations, Mr. Dhatt brings deep experience in consumer-facing applications to the Borderfree brand, with a career spanning 15 years, including key leadership roles at Gilt City and Jetsetter, two divisions of Gilt Groupe, Sugar, Inc. and BestBuy.com.