This archive report was first published on 16 July 2020.
On July 16, 2020, Mums Village Kenya and BabyBliss Nigeria announced their merger to create the Bliss Group, a Pan-African entity focused on mother and child care.
The combined entity aims to leverage the strengths of both companies, with Mums Village Kenya bringing expertise in building online communities and content for pregnant women and mothers, and BabyBliss Nigeria contributing deep retail and e-commerce experience.
As per the agreement, the partners will combine their operations in Kenya and Nigeria to establish an entity with a larger distribution network, 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 e-commerce in both markets, women are buying online at unprecedented rates.
The mum and baby e-commerce opportunity currently stands at an estimated $7 billion; $2 billion in Kenya and $5 billion in Nigeria.
Bliss Group recorded an even higher rate of 100% growth in the past year, with e-commerce estimated to grow at over 60% in both markets.
Bliss Group CEO, Nyong'o Madison, expressed her excitement about leading the new entity, stating, '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.'
The Bliss Group Company will be co-headquartered in Kenya and Nigeria, committed to supporting the local community and continuing the relationships created in the communities in which they operate.
