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Bliss Group Announces Successful Completion of Merger between BabyBliss Nigeria and MumsVillage Kenya.

Bliss Group Announces Successful Completion of Merger between BabyBliss Nigeria and MumsVillage Kenya.

 Combination Creates Unparalleled omnichannel commerce, community and services for  pregnant women and mothers in Africa.


Lagos (Nigeria) Nairobi (Kenya), 15 July, 2020: BabyBliss Nigeria and MumsVillage Kenya announce their merger to create the Bliss Group establishing an entity with a Pan-African unparalleled omnichannel commerce, community and content offering focused on mother and child care. BabyBliss Nigeria brings deep retail and e-commerce experience in Africa’s largest economy and MumsVillage Kenya has proven strengths in building online communities and content for pregnant women and mothers. 

Pan-African Powerhouse

The mum and baby e-commerce opportunity currently stands at an estimated $2 billion in Kenya and $5 billion in Nigeria. With E-commerce estimated to grow at over 60% in both markets, the Bliss Group recorded an even higher rate of 100% growth in the past year. The merger of these two brand portfolios presents a significant opportunity for synergies which will result in digitizing the parenting journey and increased investment in innovation.


As per the agreement, the partners will combine their operations in Kenya and Nigeria to establish an entity with a larger distribution network, a 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 eCommerce in both markets, women are buying online at unprecedented rates. This approach aims to leverage on the diverse choice and convenience to African women along their motherhood journey.


Isis Nyong’o Madison, Group CEO, said, “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. Bliss Group will leverage on our networks, learnings and reach to convert the financial opportunity that exists into reality by delivering not just greater shareholder value for our investors but looking to build a real powerhouse with women at the helm.”


Millicent Muigai, Kenya CEO, said, “MumsVillage has been on a mission to empower women to make informed decisions through quality information and products they discover online. It is exciting that through this merger, the reach and combined experience both entities provide will enable us to provide a great Pan-African experience to African pregnant women and mothers to make informed choices for their family’s well-being.”


Bliss Group mission is to empower women to make informed decisions through quality information and products they discover online. As access to the Internet grows on the continent and more women are financially empowered, the combined experience enables them to provide a great Pan-African experience for African pregnant women and mothers to make informed choices for the well-being of their families.


Commitment to Communities

The Bliss Group Company will be co-headquartered in Kenya and Nigeria. Understanding the need to preserve both  BabyBliss Nigeria and MumsVillage Kenya’s heritage in their respective home-countries, the new company is committed to supporting the local community and continuing the relationships created in the communities in which they operate.



About Bliss Group 

Bliss Group offers omnichannel commerce, community connection, products and services to African pregnant women and mothers.

We offer a growing collection of baby products from trusted local and international brands which are available (in-store & online) directly to consumers. We also develop relevant content, curate events and services while maintaining an engaged community of +150K mums and pregnant women who we help to make informed choices for the health and well-being of their families.

To know more, visit, and


Media Contact

For Bliss Group

Sharon Mutua


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