The region’s mother, baby, and childcare goods industry is estimated to be worth $10 billion, and is booming online with 39% digital growth.
Saudi Arabian healthcare products giant, Tamer Group, has acquired a majority stake in Dubai-based online retailer Mumzworld in what has been described by Mumzworld as the “first regional woman-led e-commerce transaction.”
Established in 2011 by Co-Founders Mona Ataya and Leena Khalil, Mumzworld is a regional pioneer in e-commerce for mother, baby, and child (MBC) products, with a platform leading the MENA’s market for all things MBC. The retailer estimates that the Middle East’s MBC-goods market is worth over $10 billion, with an online segment growing at approximately 39% per year.
Upon announcing the acquisition, CEO of Mumzworld, Ataya, said “we are delighted to join the Tamer Group, having created the Middle East’s largest female-led e-commerce business. We have recorded 10x growth over the last five years, and this is just the beginning for us.”
She continued by saying the company is “better positioned than ever to accelerate growth, drive wider geographic expansion, and continue to build a tech footprint serving customers better than ever. We will continue to own the supply chain for mother and child; both our customers and suppliers are at the forefront of this next exciting phase for Mumzworld."
According to Ayman Tamer, Chairman of Tamer Group, the global market is beginning to lean towards a customer-centric model. Ayman believes players within the industry need to be more in-tune with consumer behaviors, keep up on trends, and maintain access to critical consumer data in order to adapt to changing needs.
For Tamer Group, the acquisition of Mumzworld pairs its distributional services with the latter’s 250,000 products, and is an important step from the company towards ‘Tamer Digital’, an ambitious vertical in its contributions to fulfilling Saudi Arabia’s Vision 2030.