This merger is an important milestone for both companies and a significant step towards building a truly Pan-African platform by women for women – Isis Nyong’o
Parenting website for expert advice and online community support in Kenya, MumsVillage has merged with BabyBliss, Nigerian retail and eCommerce to form Bliss Group.
According to the merger details, BabyBliss will be adding its experience in deep retail and e-commerce in Nigeria while MumsVillage brings its knowledge of building online communities and creating content for pregnant women and mothers.
“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,” said Isis Nyong’o, the CEO of MumsVillage.
“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.”
“The BabyBliss vision has always been Pan-African, this opportunity sets us on a course to actualising that with increased momentum,” said Jika Nwobi, BabyBliss Nigeria CEO.
Both companies will combine their operations in Kenya and Nigeria to increase the range and quality of baby products and service, and establish a larger distribution network to service the over 300,000 women in both markets.
The mum and baby e-commerce opportunity currently stand at an estimated $2 billion in Kenya and $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.
