BabyBliss Nigeria and MumsVillage Kenya have announced their merger to create the Bliss Group establishing an entity with a Pan-African unparalleled omnichannel commerce, community, and content offering focused on mother and child care.
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.
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. 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.
With an existing audience of approximately 300,000 pregnant women and mothers and COVID-19 accelerating the pace of growth of eCommerce in both markets, women are buying online at unprecedented rates. This approach aims to leverage the diverse choice and convenience of African women along their motherhood journey.
Isis Nyong’o Madison, the 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.”
Jika Nwobi, Nigeria CEO said, “The BabyBliss vision has always been Pan-African, 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.”
Bliss Group’s mission is to empower women to make informed decisions through quality information and products they discover online.
As the access to the Internet grows on the continent and more women are financially empowered, the combined experience enables them to provide a great Pan-African experience for African pregnant women and mothers to make informed choices for the well-being of their families.
Commitment to Communities
The Bliss Group Company will be co-headquartered in Kenya and Nigeria. Understanding the need to preserve both BabyBliss Nigeria and MumsVillage Kenya’s heritage in their respective home countries, the new company is committed to supporting the local community and continuing the relationships created in the communities in which they operate.