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Catch Enters $20b Mums Market with Mumgo Website Launch

Catch of the Day, Mumgo, online retail

Mothers and mums-to-be are the latest target of e-commerce giant, CatchOfTheDay, with the launch of the Mumgo website.

CatchOfTheDay’s latest venture, mumgo.com.au launches today, tapping into a lucrative $20billion market.

Aimed at the digitally savvy, mother consumer, Mumgo is more than a shopping site, combining deals with socially engaging content, including expert blog posts, product reviews and an engaging online community.

Catch co-founder, Gabby Leibovich, says it currently stands as an untapped sector of the Australian online world.

“We don’t believe that anyone is doing the kids and babies space online properly,” he says.

“There’s really no one that is a market leader, so we decided to take that space on and combine it with different offerings for mums, with everything from jewellery and cosmetics to fashion and homewares, and create some sort of community, with blogs and various other surprises that are coming up.”

Similar to the group’s sister sites, Mumgo will feature time-limited, heavily discounted deals. But instead of daily deals, the site will focus on branded shopping events that run for one to three days, before being replaced by other events.

The deals will include savings of up to 70% off recommended retail prices.

“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,” Leibovich shares.

IBIS World figures reveal that a staggering $20billion is estimated to be fed to the mother’s market each year. New data from Suncorp’s Cost of Raising Kids Report 2012 also exposes the $21,424 sum spent by families during the first two years of a child’s life.

According to the 2011 Mi9 Aussie Mum survey, 76% of respondents feel the internet is now an important part of their lives and 62% couldn’t live without the internet.

This is also backed up by ACP’s National Parenting Survey 2012 which found that 94% of mothers shopped online after pregnancy, with 67% buying clothes, 61% toys, 36% nursery essentials, 30% nursery / feeding items, and 20% nappies.

“We believe mothers are excellent consumers, so we’re trying to build a community-based destination, where they can come to for deals, as well as helpful advice and general lifestyle information,” Leibovich says.

Mumgo launches with a membership base of 200,000 subscribers through cross promotion on the company’s social networks and Catch’s other websites.

Mumgo is the fifth element to the Catch portfolio of e-commerce brands, joining Scoopon, Grocery Run and the group’s first-ever acquisition of online wine retailer Vinomofo in April.

As part of the Mumgo deal, Dan and Elise Gold, founders of online startup Ladybub, have been brought in to head the Mumgo business.

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