The Middle East's Largest Mother, Baby & Child Ecommerce Platform Is Set To Expand Its Regional Product Footprint
Mumzworld, the largest mother, baby & child (“MBC”) e-commerce platform in the Middle East, is delighted to announce it has signed a Sales and Purchase Agreement with Tamer Group of Saudi Arabia, for Tamer’s proposed acquisition of a majority stake in Mumzworld.
Tamer Group is one of the largest regional healthcare distributors with its consumer and nutrition divisions and logistics services. Tamer’s annual turnover is 9.2 billion Saudi riyals with a CAGR (Compound Annual Growth Rate) of 11%.
Mumzworld and its founders are pioneers of ecommerce focused on the mother, baby & child vertical in the Middle East. The company’s vertical market leadership spans across the entire GCC and the Levant. Importantly, the brand has become the gateway into the Middle Eastern household. Its scale is shown by:
- Market leader status in a high-growth sector with strong unit economics
- 10x growth over the last five years
- The largest regional community of 2.5 million mothers who drive strong repeat business
- Preferred partner for over 5,500 global and regional brands, 250,000 products
- Proprietary, exclusive distribution of over 15,000 leading international products
- The go-to platform for global brands wanting to tap into the lucrative Middle Eastern consumer
The proposed transaction follows ten years of stellar growth by Mumzworld, founded in late 2011 by CEO Mona Ataya, and CCO Leena Khalil. The company has demonstrated how to build a scaled ecommerce vertical efficiently with gold standard metrics and utilizing relatively limited resources.
Mumzworld has shaped the very ecosystem in which it operates. The transaction is a significant win and achieves several regional firsts:
- First regional, homegrown ecommerce company acquired by a Saudi, strategic giant
- First, regional woman-led ecommerce transaction – the leaders of Mumzworld were pioneers in the space and have been instrumental in shaping the changing landscape and disrupting the ecosystem
Mumzworld’s choice to partner with a regional player is a deliberate one, as it allows the company to continue to grow in key regional markets and expand its digital footprint leveraging the many synergies and complementary strengths of Tamer. The transaction also bolsters the significance of digital channels for large conglomerates in the region.
The huge confidence in, and commitment of Mumzworld’s founders and its key leadership, means they will continue to drive the business, sit on the board and remain material shareholders.
Whilst Mumzworld will retain a high degree of autonomy – including retention of the full Mumzworld management team and Mumzworld branding – the combined platform has scope for enormous synergies in procurement, logistics and infrastructure.
7 | BIZPRENEUR MIDDLE EAST July 2021
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