This archive report was first published on 17 July 2020.
On July 17, 2020, the Kenyan online baby shop MumsVillage merged with its Nigerian counterpart BabyBliss to form a new entity called Bliss, seeking to tap into the East and West African market.
MumsVillage, which features parenting advice and a guide as well as an online shop for baby products, has partnered with BabyBliss to leverage their networks, learnings, and reach to deliver greater shareholder value and build a real powerhouse with women at the helm.
Isis Nyong'o, the CEO of MumsVillage, 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."
According to Jika Nwobi, BabyBliss Nigeria CEO, the BabyBliss vision has always been Pan-African, and this opportunity sets them on a course to actualising that with increased momentum.
The merged entity, Bliss, will ride on the increased growth of e-commerce in both markets, with Kenya's e-commerce market estimated to rake in Sh107 billion ($1.003 billion) in sales this year, while Nigeria's will rake in Sh489 billion ($4.556 billion).
MumsVillage's online shop features products such as Aveeno, Avent, Cussons Baby, Johnson and Johnson, Fisher Price, Huggies, Lifebouy, Pampers, and Tommee Tippee.
