Bluebird bio has rebranded to Genetix Biotherapeutics, marking a new chapter for the company that was once a frontrunner in the burgeoning cell and gene therapy (CGT) market.
The brand change sees the company return to its roots from 1992, the year it was founded under the name Genetix Pharmaceuticals.
Bluebird bio hatched in 2010, with then CEO Nick Leschly referring to the bird’s symbolism of transition and renewal, as well as its competitive and disciplined nature.
Bluebird lived up to its name, enjoying regulatory success in the gene therapy arena. The company won approval for sickle cell disease, β-thalassemia, and cerebral adrenoleukodystrophy therapies. These treatments are known under the brand names Casgevy (exagamglogene autotemcel), Zynteglo (betibeglogene autotemcel), and Skysona (elivaldogene autotemcel).
At the height of its commercial activities, publicly traded bluebird bio was acknowledged as a leader in the gene therapy development landscape, gaining a peak valuation of $10bn. However, the company struggled with profitability, becoming one of the casualties in a wider downturn of success in the advanced therapies space. It was eventually sold for less than $30m to private investment firms Carlyle and SK Capital Partners.
With a brand makeover, Genetix is charting a renewed course in the pharma industry. Armed with stronger financial power and operational capabilities, the company – now in private hands – stated it is “significantly better positioned to harness its decades of scientific innovation and extensive clinical data from hundreds of treated patients to more effectively deliver life-changing genetic therapies”.