According to CatchoftheDay Group co-founder, Gabby Leibovich, the mothers’ market is a highly lucrative and growing segment in the retailing sector with an estimated market value of $20billion, and with new data showing that families spend on average $21,424 on the first two years of their child’s life, with clothing, furniture and consumables such as nappies keeping costs high in those early years.
“Digitally savvy, two out of five mothers will read a blog before buying a product, and 94% of new parents shop online.
“A lot of other sites and big department stores can be overwhelming because there is so much to choose from. Mumgo’s process is more selective. We only choose great products for parents and children and we only feature them on our site if there’s incredible value,” Leibovich says.
“With Mumgo we are bringing something new to the Australian retailing space with the only site of its kind that caters to the compete needs of mothers and their families,” Leibovich claims.
Leivovich says that through Mumgo, the CatchOfTheDay Group seeks to tap into the growing mums and family market with a dedicated lifestyle site that is built especially for mothers. Describing Mumgo as more than a shopping site, he says that the site combines deals with discovery “through a socially engaged online community, expert blog posts and product reviews,” and that this positions the business as a “trusted source of advice – helping mothers choose great products for themselves, their home and their family, with great value.”
Mumgo is the CatchOfTheDay Group’s second ecommerce investment, and as part of the deal, Dan and Elise Gold, founders of online start-up Ladybub, were acquired to head the Mumgo business and also fast track the group’s move into the market.
“Dan and Elise not only have an incredible understanding of the mums space, they also understand the online world and what it takes to build a successful business," Leivovich said.