Egyptian mother, baby online shop Mumerz raises $1.2m

Egyptian Mumerz.com announced that it has successfully secured $1.2m in a pre-seed round led by local fund Disruptech.

Launched recently, Mumerz.com is a parent and child community platform and a one-stop online shop for all parent and child needs. It is the largest bilingual community and e-commerce platform in Egypt, offering every parent and child their needs starting from pregnancy up to 12.

It aims to fill the gap in information, advisory, and products that parents and children need by offering a blog that includes articles on a large variety of issues related to pregnancy, childbirth, and Mum & childcare, integrated with the most significant parent and child e-commerce platform in Egypt.

Trying to put an end to the enormous motherhood gap in Egypt’s online market and the time consumed by general merchandisers to deliver and with competitive market prices, Mumerz.com promise it, costumers, next-day delivery, so parents enjoy a seamless experience where an advisory team helps them choose the perfect products for their children.

E-commerce propositions have made a comeback with exponential growth in 2021. With 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, as recorded in our Egypt 2022 Venture Investment Report.

This 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 exciting prospects tailored for childcare and family support.

Significant investments have been made backing online pharmaceutical marketplace for maternity support Mammy App, social commerce children goods’ marketplace The Baby Garage, and family grocery wholesaler PacknSave regardless of the 9 Early-Stage deals closed in the sector over 2021.

Mumerz.com promises 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 complimentary gift wrapping, customized cards, and gift listings.

Mumerz.com offers value-adding content for moms on its blog and Mums Mag, with direct links to products on the e-commerce platform.

Nadia Gamal El-Din, Founder at Mumerz.com, and Rahet Bally said, “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 tremendous insights on exactly what moms need as well as a seasoned advisory team that recommends what’s the best product fit for each mom’s needs based on Rahet Bally’s reviews across all product categories.”

It is known that the company was co-founded by Amir Shenouda and Rahet Bally’s founder, Nadia Gamal El-Din. Amir brought on his 22 years of experience in the Mum and child merchandise and e-commerce business; his experience includes holding significant 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, utilizing her expertise and experience when it comes to Egyptian Mums’ struggles and needs.

Amir Shenouda, Founder and Managing Partner at mumerz.com, said, “We believe that the mother, baby, and child online vertical is underserved in Egypt,” resume The key to that is in delivering an optimal customer experience with a wide range of mother-baby and child products at affordable prices.”.

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.” so the Egypt-based startup will be able to utilize its newly acquired funds further to support its online platform with diversified offering and content as well as expand its market share in Egypt and Beyond. Mohamed Okasha – a managing Partner at Disruptech, said, “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.