CatchOfTheDay taps into the $20bn mums market with launch of new deals web-site ‘Mumgo’

Discount retailers, the CatchOfTheDay Group, is targeting the lucrative $20bn market for mothers with Mumgo.com.au – the newest addition to their growing portfolio of ecommerce brands.

Mumgo is the group’s fifth site, alongside Australia’s number one (Experian Hitwise 2011) online department store catchoftheday.com.au, leading group buying site scoopon.com.au, online supermarket groceryrun.com.au, and wine deals site vinomofo.com.

The mothers market is a highly lucrative and growing segment in the retailing sector with an estimated market value of $20bn (IBIS World clothing ex menswear $9.2B; baby products is $4.4B; toys and games is $1.6B; homewares is $3.1B).

New data shows that families spend on average $21,424 (Suncorp Cost of Raising Kids Report 2012, Up to age 2 average spend $206 pw) 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 (National Parenting Survey 2012) and 94% of new parents shop online (National Parenting Survey 2012).

Through Mumgo, the CatchOfTheDay Group seeks to tap into this growing market with a dedicated lifestyle site that is built especially for mothers. More than a shopping site, Mumgo combines deals with discovery through a socially engaged online community, expert blog posts and product reviews. 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.

Time limited, heavily discounted deals, which have been a successful formula for the group, remain a focal point of Mumgo. But instead of daily deals they will be branded shopping events running for one to three days before being replaced by other events. Savings are generally between 30-70% off recommended retail prices.

Says Gabby Leibovich, co-founder of the CatchOfTheDay Group: “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.

“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.”

Mumgo brings a shift in strategy for the ecommerce group. Typically focused on category-specific deal sites, this is the first time the group has created a lifestyle site, which is as much about the community as it is the deals.

Says Leibovich: “The curated deals and community driven approach of Mumgo are perfectly in tune with today’s financially stressed, time poor and digitally savvy mother who shops online in search of better value, advice and convenience.”

Mumgo is the group’s second ecommerce investment. As part of the deal, Dan and Elise Gold, founders of online startup Ladybub, were acquired to head the Mumgo business and also fast track the group’s move into the market.

Says Leibovich: “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.”

Mumgo goes live Thursday 12 July with an expected membership base of 200,000 subscribers through cross promoting the site across the CatchOfTheDay Group of companies and through social media.

Download mums market summary research here – Mums market- summary research.pdf

Mumgo is the group’s fifth site, alongside Australia’s number 1 online department store catchoftheday.com.au, leading group buying site scoopon.com.au, online supermarket groceryrun.com.au, and wine deals site vinomofo.com.