Out with FiftyOne Global Ecommerce, in with Borderfree.

The e-commerce services company that helps online retailers sell their products across international borders said this week it had taken the name Borderfree, the Canadian firm that FiftyOne bought in 2012. The company once known as FiftyOne was founded in 1999.

“Identifying as Borderfree allows us to more directly communicate our vision and mission to create an entirely ‘border-free’ global e-commerce experience for consumers and retailers,” says Michael DeSimone, CEO of Borderfree.

The company says it has hired Brian Dhatt as its chief technology officer. He was vice president of engineering at Jetsetter, a members-only web site for high-end travel that was owned by Gilt Groupe Inc., until being bought this week by TripAdvisor Inc.

Borderfree’s pricing, payment, customs and logistical services enable retailers to sell products in 103 countries, and to accept 60 currencies—22 of which were added in 2012, the company says. Borderfree employs 168 workers.  

Borderfree says its clients include such retailers as Gilt Groupe, No. 49 in the Internet Retailer Top 500 Guide; Crate and Barrel, No. 59; and David’s Bridal Inc., No. 344.