Mum’s the word

Mum’s the word with the launch of our 5th shopping site yesterday – Mumgo!

As the name suggests, Mumgo is a shopping destination for mums where they can shop for themselves, their home and their children, while enjoying huge savings of up to 70% off retail prices.

It’s our 3rd new site in less than a year and we look forward to shaking up another category, as only we can, continuing on our journey building Australia’s #1 eCommerce group.

Many people have asked me: “Why a site for mums?” The fact is that the space for babies, children and mums is not done well online. There is no site in Australia that truly addresses the needs of today’s mums.

A lot of other sites and 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 mothers and their children, only featuring them on our site if there’s incredible value.

We’ve also made Mumgo much more than just a shopping site – it’s an online community for parents where they can also discover new products for their family through expert advice, reviews and a socially engaged online community.

Mumgo had been on our drawing board for some time beforehand, and a lot of behind the scenes work has been in play working towards its creation. But what we needed to really get things moving were some rock stars that could lead the team and help make Mumgo a reality.

Enter Dan and Elise Gold, who founded a similar online start up for mums. From our first meeting we knew they shared our same vision, so we acquired their skills to help us build Mumgo into what we hope becomes, the #1 online shopping destination for mums.

As we welcome our newest baby, our growing team (10 so far) look on as only proud parents can. Yes, we are proud of our baby, but as a smart person once said, “if you are happy with the first version of your site, then you launched too late.” Being the perfectionists that we are, we already have lots of new ideas in the pipeline which will take place over the coming weeks.

So please, pop by and check out As with any new site, there may be a few teething problems, but we promise these will be fixed over the coming days.

Happy shopping,



Hot off the press: Over 33,000 new members have joined our Mumgo site to date – with over 2500 orders being made within the first 24 hours!

I think we’re onto something good!