Kenya’s MumsVillage in merger with Nigeria’s BabyBliss to build a larger eCommerce platform

Bliss Group Africa.: Mothering and childcare focused e-commerce companies BabyBliss Nigeria and MumsVillage Kenya have merged to create a pan-African entity

Mothering and childcare focused e-commerce companies BabyBliss Nigeria and MumsVillage Kenya have merged to create a pan-African entity Bliss Group Africa, providing what they say is an “unparalleled omnichannel commerce, community and content offering”.

The mum and baby e-commerce opportunity currently stands at an estimated $2 billion in Kenya and $5 billion in Nigeria. Thanks to COVID-19, the e-commerce market has experienced explosive growth. What began as a trend has now become a behemoth estimated to grow at over 60 per cent in both markets. Jika further adds that, “they have recorded an even higher rate of 100 per cent growth in the past year.” This merger “presents a significant opportunity for synergies which will result in digitising the parenting journey and increased investment in innovation.” There is an existing audience across both multi-media platforms of approximately 300,000 pregnant women and mothers, buying online at extraordinary rates. The merger will connect choice and convenience to women on their motherhood journey.

“The global baby products market, for instance, as predicted by Inkwood Research, is “anticipated to grow at a CAGR of 5.09 per cent during the forecast period to reach a revenue of $25.82 billion by 2027.”

BabyBliss Nigeria brings deep retail and e-commerce experience in Africa’s largest economy, while MumsVillage Kenya, a parental advisory platform that moved into the e-commerce space last year, has proven strengths in building online communities and content for pregnant women and mothers. The merger of the two forms the Bliss Group Africa, a pan-African brand co-headquartered in Kenya and Nigeria that offers commerce, community connection, products and services to African pregnant women and mothers.

It offers a growing collection of baby products from trusted local and international brands which are available in-store and online directly to consumers. It also develops relevant content and curates events and services while maintaining an engaged community of 300,000 mums and pregnant women.

Jika Nwobi, Founder, recognises that 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.

Group chief executive officer (CEO) Isis Nyong’o Madison, who headed up MumsVillage, said she was excited to lead the new entity into meeting the changing needs of African women and showing they are 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,” she said.

Jika Nwobi, who led BabyBliss Nigeria and is now the merged entity’s Nigeria CEO, said the BabyBliss vision had always been pan-African.

““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.” This opportunity sets us on a course to actualising that with increased momentum. We are thrilled by this merger and cannot wait to leverage the huge wealth of experience and expertise across both entities to serve our mums better while building a globally competitive African brand,” she said.

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