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 Lyfgenia (lovotibeglogene 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”.
New executives have joined the company to oversee fresh leadership, while current investors have provided “significant capital” to advance pipeline therapies.
“Our rebrand is far more than a name change—it represents renewed hope for thousands of individuals who could benefit from our genetic therapies,” said CEO David Meek, who previously served as chief executive at Novartis Canada, Ipsen and Mirati Therapeutics. He took the helm at Genetix during the sale of the company to investment firms in June 2025.
“Our therapies are a one-time administered, durable treatment, which can dramatically improve clinical manifestations. Our sole purpose is to work with patients, providers, and payers to make access simpler and more streamlined. We’ve assembled an experienced team of industry leaders and have outlined a clear plan to do just that, and I am confident we will execute successfully,” Meek added.
The CGT sector in the US has been in the regulatory spotlight recently. Headlines were dominated by Sarepta after its Duchenne muscular dystrophy (DMD) treatment Elevidys (delandistrogene moxeparvovec) became the centre of a regulatory storm following alleged links to patient deaths. The safety of Sarepta’s therapy was eventually cleared by the US Food and Drug Administration (FDA) after an investigation, but the publicity brought attention back to the safety and cost-effectiveness of such innovative modalities.
In August, the use of Genetix’s Skysona was restricted by the FDA amid concerns that the therapy may raise the risk of blood cancer in treated patients.
