Marhababy: Beyond Mom-And-Pop

By Sandhya D’Mello
Khaleej Times, Dubai, United Arab Emirates

WWR Article Summary (tl;dr) Mompreneur Eveline Sleehboom launched “Marhababy” in 2013. “Marhababy” combines offline marketing with digital media and has a niche target audience of new moms. The company partners with many of the world’s biggest and best brands to connect and engage with millennial mothers.

DUBAI

A ‘millennial mom’ is how Eveline Sleeboom, founder of Marhababy, describes herself. Marhababy is a platform that helps new mothers discover, learn and enjoy the journey of motherhood.

“We do that through free gift boxes with products and samples relevant to your stage of motherhood. We provide honest and fun content and give new mothers a platform to communicate with each other about how it is to be a mom,” said Sleeboom.

The business was founded in 2013 by the Dutch female entrepreneur in Dubai while she was expecting her first son. Marhababy is now two-and-half years old and growing up fast. The company now reaches 35 per cent of all new moms in the UAE and launched this year in Saudi Arabia too.

Marhababy combines offline marketing with digital media and has a niche target audience of new moms. The self-funded company partners with many of the world’s biggest and best brands to reach business goals.

The company’s revenue comes from brands that work with it. “For brands, there is a lot of value in reaching out to, connecting with and engaging millennial mothers at the right times [‘point of market entry’], in the right ways [sampling and digital], and — not to forget — only with the mother’s permission. Our efforts for them result in higher brand awareness, increased market share and ultimately higher sales,” added Sleeboom.

Careful spend
“We have built the business with our savings and grown it by being frugal and smart with how and where we spend our money. It is always nice to be able to spend money to solve a problem but, depending on your business model, there is a lot that you can achieve without it as well.”

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