After some 20 years of professional experience in the toy industry, Amir Shenouda returned to Egypt to implement a decade-long project, mumerz.com. 

Amir Shenouda (photo, left) is the CEO of mumerz.com, an online shopping platform selling items specifically dedicated to mothers, babies, and children under 12 in Egypt. It offers a wide range of products in several categories, including food, clothing, toys, accessories for mothers, etc.

The platform was launched in 2021, by Amir Shenouda and Nadia Gamal Al-Din (photo, right) after a decade-long maturation that started in 2011. That year, Amir Shenouda joined, as a business development manager for mumzworld.com, which is also an e-commerce platform dedicated to mothers and babies in the United Arab Emirates, Saudi Arabia, Qatar, Bahrain, Oman, Jordan, and Lebanon. 

While working for mumzworld.com, he got the idea to leverage the experience he acquired while working for U.S. toy manufacturer Toys“R”Us to create a mumzworld.com-like platform that would be focused on the Egyptian market.  

He later left mumzworld.com to join Cartoon Networks as Retail Business Manager (from 2013 to 2014). From 2014 to 2018, he was a senior regional manager for Amazon’s Toys and Babies department, and from 2018 to 2021, he was the e-commerce director of Toy Triangle LLC, a Dubai-based toy store. In July 2021, after years of evaluating the market, he decided to launch mumerz.com.  

Months later, on March 1, 2022, the entrepreneur successfully raised US$1.2 million in a pre-seed round, led by DisrupTech Ventures, to develop its market offerings.

Melchior Koba