The Egypt-based bilingual community and E-commerce platform Mumerz raises $1.2M to serve and support mothers and their children across the region on their journeys of healthy growth and development.
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Launched recently, Mumerz.com is a parent & child community platform and a one-stop online shop for all parent and child needs. The largest bilingual community and e-commerce platform in Egypt offers every parent and child their needs starting from pregnancy up to the age of 12. Mumerz.com aims to fill the gap in information, advisory, and products that parents and children need. The platform offers a blog that includes articles on a large variety of issues related to pregnancy, childbirth, and Mum & childcare, integrated with the largest parent and child e-commerce platform in Egypt. Due to the huge motherhood gap in Egypt's online market and the time consumed by general merchandisers to deliver, customers at Mumerz.com are promised next-day delivery. With competitive market prices, parents enjoy a seamless experience where an advisory team helps them choose the perfect products for their children.
As recorded in our Egypt 2022 Venture Investment Report, E-commerce propositions have made a comeback with exponential growth in 2021. Observing an almost 400% YoY increase in funds backing the sector, the Egypt-based E-commerce sector has raised 21% of all capital invested across Egypt in 2021. Surely, this exceptional volume of funding was driven by sizable investments in B2B E-commerce startups MaxAB and Capiter, accounting for more than 80% of all funds raised in the sector, however, looking at the sector's Early-Stage Deals (<$500K) we find some interesting prospects tailored for childcare and family support. With 9 Early-Stage deals closed in the sector over 2021, remarkable investments have been made backing online pharmaceutical marketplace for maternity support Mammy App, social commerce children goods' marketplace The Baby Garage, as well as family grocery wholesaler PacknSave.
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The company is co-founded by Amir Shenouda, and Rahet Bally's founder, Nadia Gamal El Din. Amir brings on his 22 years of experience in the Mum and child merchandise and e-commerce business. His experience includes holding major positions at Hamley’s, Toys R Us, Cartoon Network, Mumzworld, Souq, and Amazon. Nadia complements the founding team through her vast experience in the Mums support community. Nadia founded the famous Rahet Bally in 2015, which serves more than 1.9 million active Mums in Egypt via financial, physical, intellectual, and social support. As a co-founder, Nadia utilizes her expertise and experience when it comes to Egyptian Mums' struggles and needs. "We believe that the mother, baby, and child online vertical is underserved in Egypt," according to Amir Shenouda, Founder and Managing Partner at mumerz.com. The key to that is in delivering an optimal customer experience with a wide range of mother-baby and child products at affordable prices.”
Mumerz.com is the first of its kind in the market to promise exponential growth in the femtech scene. The online platform has a wide range of information, advisory support, and products. The parent and child e-commerce platform contains an immense range of products, starting from diapers, baby gear, toys, apparel, to skin products and vitamins, in addition to free gift wrapping, customized cards, and gift listings. In addition to products, Mumerz.com offers value-adding content for moms on its blog and on Mums Mag, managed by Rahet Bally, with direct links to products on the e-commerce platform. “Mumerz.com acts as a natural continuation to Rahet Bally’s motherhood support services and allows us to serve millions of our moms who already trust us, daily consume our content, use our discount services & come to our fitness facilities. Mumerz.com also capitalizes on Rahet Bally’s massive insights on exactly what moms need as well as a seasoned advisory team that recommend what’s the best product fit for each mom’s needs based on Rahet Bally’s reviews across all product categories.” Nadia Gamal El Din, Founder at Mumerz.com and Rahet Bally.
The Egypt-based startup will be able to utilize its newly acquired funds to further support its online platform with diversified offering and content as well as expand its market share in Egypt and Beyond. Commenting on this platform-boosting investments, Mohamed Okasha – Managing Partner at Disruptech concluded, “We are excited to lead the investment round for Mumerz. We believe that Mumerz will grow into one of Egypt’s leading femtech platforms, offering unique products and services to Egypt’s community of mothers. We will be working closely with Mumerz to expand its offering to customized financial services, helping to support increased opportunities for financial inclusion of women in Egypt.”
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