Egypt-based successfully raises $1.2m in pre-seed round led by Disruptech

Daily News Egypt
4 Min Read

Egypt-based support community and e-commerce platform for mothers and their children announced that it has successfully secured $1.2m in a pre-seed round led by local fund Disruptech.

Launched recently, is a parent and child community platform and a one-stop online shop for all parent and child needs. It is the largest bilingual community and e-commerce platform in Egypt offering every parent and child their needs starting from pregnancy up to the age of 12. aims to fill the gap in information in advisory and product needs parents and children face. The platform offers a blog that includes articles on a large variety of issues related to pregnancy, childbirth, and mother and childcare integrated with the largest parent and child e-commerce platform in Egypt.

Due to the huge motherhood gap in Egypt’s online market and the time consumed by general merchandisers to deliver, customers at are promised next-day delivery. With competitive market prices, parents enjoy a seamless experience where an advisory team helps them choose the perfect products for their children.

The company was co-founded by Amir Shenouda and Rahet Bally’s Founder, Nadia Gamal Al-Din. Shenouda brings on his 22 years of experience in the mother and child merchandise and e-commerce business. His experience includes holding major positions at Hamley’s, Toys R Us, Cartoon Network, Mumzworld, Souq, and Amazon.

Gamal Al-Din complements the founding team through her vast experience in the mother support community. She founded the famous Rahet Bally platform in 2015, which serves more than 1.9m active mothers in Egypt via financial, physical, intellectual, and social support. As a co-founder, Gamal Al-Din utilises her expertise and experience when it comes to Egyptian mothers’ struggles and needs. is the first of its kind in the market to promise exponential growth in the ‘femtech’ scene. The online platform has a wide range of information, advisory support, and products. The parent and child e-commerce platform contains an immense range of products, starting from diapers, baby gear, toys, apparel, to skin products and vitamins, in addition to free gift wrapping, customised cards, and gift registry.

In addition to products, offers value-adding content for moms on its blog and on ‘Mums’ Mag’, which is managed by Rahet Bally and has direct links to products on the e-commerce platform.

“ acts as a natural continuation to Rahet Bally’s motherhood support services and allows us to serve millions of our mums who already trust us, consume our content daily, use our discount services, and come to our fitness facilities. also capitalises on Rahet Bally’s massive insights on exactly what mums need as well as a seasoned advisory team that recommends what’s the best product fit for each mum’s needs based on Rahet Bally’s reviews across all product categories,” Gamal Al-Din said.

“We believe that the mother, baby, and child online vertical is underserved in Egypt,” said Shenouda, adding that the solution to this is in delivering an optimal customer experience with a wide range of mother-baby and child products at affordable prices.

Commenting on the transaction, Mohamed Okasha — the Managing Partner at Disruptech — said: “We are excited to lead the investment round for We believe that the website will grow into one of Egypt’s leading ‘femtech’ platforms, offering unique products and services to Egypt’s community of mothers. We will be working closely with to expand its offering to customized financial services, helping to support increased opportunities for financial inclusion of women in Egypt.”

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