Mumzworld secures its largest funding round to date to continue dominating the mother, baby & child e-commerce vertical in the MENA region


Dubai, United Arab Emirates, 7th February 2018. Mumzworld, the Middle East North Africa (MENA) leading e-commerce player dedicated to mothers, babies and children, today announced it has raised its fifth and largest round of funding to date to pursue its ambitious regional growth plans with the vision of making mothers’ lives easier.

The funding round was led by Swicorp and Wamda. Swicorp led a syndicate of new powerhouse investors including a landmark investment by Tamer Group. The continued investment from Wamda and six other existing regional investors including Precinct Capital, WSB Holding, Riverbank Technologies and Saned, demonstrates their strong confidence in the company’s aggressive growth trajectory and sustained domination in the region. Mumzworld is also in advanced stages with two additional investors who are excited to join in topping up this already large round by early Q2 2018.

The newly acquired funds will add tangible value to Mumzworld’s ambitious growth trajectory as it continues to rapidly scale its on-the-ground operations across key growth markets like Saudi Arabia and North Africa. Alongside Swicorp and Tamer Group, other new investors include prominent Saudi groups operating in adjacent segments and at the forefront of multiple mother and child categories with both manufacturing and distribution capacities. In addition to the financial investment, Mumzworld is building long-term strategic partnerships that will enable it to strengthen its local operations in Saudi Arabia and grow exponentially in this market where it already serves mothers inside and outside the three main cities.

Mona Ataya, Founder and CEO of Mumzworld said: “We founded in 2011 pioneering the vertical space for mother, baby and child. Over the last seven years, we have anchored our position as the premier online retailer for all things mother, baby and child in the region, establishing ourselves as the go-to destination for global baby brands wanting to reach this important regional consumer. Today we serve global brands offering them fast and cost-effective access to the widest, most loyal and targeted consumer base. Our number one priority for the coming two years is to build, scale and consolidate an indisputable position of category leader in Saudi Arabia, the region’s largest and most lucrative market. We are thrilled to welcome our new strategic partners such as Tamer Group. We look forward to working with all our partners and leverage their strong capabilities in distribution and logistics to serve mums, across the GCC, with superior speed and unique mother centric services, creating a superior customer experience. Our strong and supportive investor base will help us further anchor our advantages and grow deeper and faster across the MENA region.”

Khaled Talhouni, Partner at Wamda added: “We are very excited to be co-leading this latest round of investment at Mumzworld as part of our strategy to continuously back exponential growth companies through multiple rounds of financing. As the company continues to dominate this vertical space for mother and child, Wamda investment is a natural biproduct.”

Mohammed Tamer, Partner and CEO of Tamer Group said: “Tamer group is enthusiastic about this investment and extends its full support to Mumzworld in providing a better shopping experience for Saudi mothers, allowing them to buy all their needs, delivered to their doorsteps wherever they live in the Kingdom.”

Karim Souid, Head of the Next Economy Initiative for Swicorp concluded: “Mumzworld is at the intersection of the high-growth regional e-commerce market with the attractive segment of mother, baby and child products. In an overall e-commerce space dominated by Amazon and the likes, we believe leading full-service and consumer-centric vertical players like Mumzworld have embedded defensibility and a strong potential to grow and scale. This is evidenced by Mumzworld’s impressive growth and attractive unit economics. We look forward to working with a world-class team to build the dominant mother, baby and child e-retailer in MENA and beyond.”

H.E. Maryam Eid AlMheiri, CEO of Media Zone Authority – Abu Dhabi and twofour54, adds: “Mumzworld is one of twofour54’s success stories. We believe in nurturing entrepreneurship, which is why we support innovative ideas such as Mumzworld. Being one of our investment companies and partners, we are delighted to hear of its very impressive new round of funding.”

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