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Kenyan Online Parenting Platform MumsVillage Merges with Nigeria’s BabyBliss

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Mergers and Acquisitions

Kenyan Online Parenting Platform MumsVillage Merges with Nigeria’s BabyBliss

MumsVillage, a leading parenting website for expert advice and online community support in Kenya has merged with BabyBliss Nigeria to create the Bliss Group – a Pan-African entity focused on omnichannel commerce, community and content offering focused on mother and child care.

Founded in 2017 by Ezinwanne Ajayi, BabyBliss Nigeria brings deep retail and e-commerce experience in Africa’s largest economy and MumsVillage Kenya has proven strengths in building online communities and content for pregnant women and mothers.

MumsVillage made forays into E-commerce in 2019 with the launch of the MumsVillageShop becoming a one-stop-shop for mum and baby products and transforming the shopping experience for such products.

The mum and baby e-commerce opportunity currently stand at an estimated US$2 billion in Kenya and US$5 billion in Nigeria. With E-commerce estimated to grow at over 60% in both markets, the Bliss Group recorded an even higher rate of 100% growth in the past year.

The merger of these two brand portfolios presents a significant opportunity for synergies which will result in digitizing the parenting journey and increased investment in innovation.

As per the agreement, the partners will combine their operations in Kenya and Nigeria to establish an entity with a larger distribution network, a strategic brand presence, enhanced scale and efficiency, thereby increasing the range and quality of baby products and service offerings in the markets.

Read: Kenya’s Komaza Raises US$28M Series B to Capture Africa’s US$30B Wood Deficit

Isis Nyong’o Madison, Group CEO, said, “I’m excited to lead this new entity into meeting the changing needs of African women and showing that they are indeed a market that cannot be ignored. Bliss Group will leverage on our networks, learnings and reach to convert the financial opportunity that exists into reality by delivering not just greater shareholder value for our investors but looking to build a real powerhouse with women at the helm.”

With an existing audience of approximately 300,000 pregnant women and mothers and COVID-19 accelerating the pace of growth of E-Commerce in both markets, women are buying online at unprecedented rates. This approach aims to leverage the diverse choice and convenience to African women along their motherhood journey.

Millicent Muigai, Kenya CEO, said, “MumsVillage has been on a mission to empower women to make informed decisions through quality information and products they discover online. It is exciting that through this merger, the reach and combined experience both entities provide will enable us to provide a great Pan-African experience to African pregnant women and mothers to make informed choices for their family’s well-being.”

Bliss Group will be co-headquartered in Kenya and Nigeria.

Image Credits: MumsVillage

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