Landmark Deal Led by Women: Saudi’s Tamer Group acquires Dubai-based Mumzworld | MENA startups, innovation, and tech news


Landmark Deal Led by Women: Saudi’s Tamer Group acquires Dubai-based Mumzworld

Landmark Deal Led by Women: Saudi’s Tamer Group acquires Dubai-based Mumzworld

UAE-based Mumzworld, the largest mother, baby, and child e-commerce platform in the Middle East, has closed a sales and purchase agreement with Saudi Arabia’s Tamer Group for a proposed acquisition of a majority stake in Mumzworld.

Founded in 2011 by Mona Ataya and Leena Khalil, Mumzworld is the Middle East’s largest online marketplace for mothers and baby goods that sells over 250,000 products, through its web and mobile-based platform, in the United Arab Emirates, Saudi Arabia, Bahrain,Oman, Jordan, Kuwait, and Lebanon. The e-commerce platform brings together thousands of retailers, distributors, manufactures, and brands, as partners who sell their products on Mumzworld.

business akhbar

Mumzworld was the first online platform targeting mothers in the Middle East and has achieved 10x growth over the past five years. The Dubai-based startup had raised a total funding amount worth more than $50 million including $20 million Series B in October 2018 from Dubai-based Gulf Islamic Investments. Its other investors include Wamda Capital, Endeavor Catalyst, Global Ventures, and Saned Partners.

Mumzworld claims to have served more than 2.5 million customers to date. Its competitors include e-commerce marketplaces like Amazon and Noon, and a few other similar regional and international platforms that have managed to create a stir in some Middle Eastern markets.

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Tamer Group, a Saudi company with interests in healthcare, beauty, and FMCG products, had previously invested in Mumzworld in 2018.

This deal is supposed to be the region’s first “woman-led e-commerce transaction.” With a regional community of 2.5 million mothers, the acquisition will help Mumzworld expand geographically and diversify its product offerings by intensifying its resources and network. CEO Ataya asserts that they will continue to own the supply chain for mothers and babies; both their customers and suppliers are at the frontline of this new exciting phase for Mumzworld. Ataya added that Tamer Group’s scale, size, reputation, and regional knowhow will complement Mumzworld and their combined entity will be transformative for the region. Both Ataya and Khalil “remain material shareholders” of Mumzworld and continue to hold their position on the board.

According to Ayman Tamer, Chairman of Tamer Group, being a major player in the FMCG segment, e-commerce is no longer an option, but a necessity. The world is looking forward to a customer-centric model with consumer behaviors, trends, and data, becoming the new gold. Players in the space need to understand their customers and adapt accordingly. Mumzworld will be a stepping stone towards “Tamer Digital”, a pioneering vertical that they intend to build to serve the nation, working towards delivering on Saudi’s Vision 2030.

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