The CatchOfTheDay Group is at it again with the launch of its fifth deal site Mumgo. will allow the company to tap into the lucrative $20 billion mums market. The National Parenting Survey for 2012 shows that families spend on average $21,424 on the first two years of their child’s life, with clothing, furniture and consumables such as nappies keeping costs high in those early years.

More than a shopping site, Mumgo combines deals with discovery through a socially engaged online community, expert blog posts and product reviews. Also, instead of daily deals they will be branded shopping events running for one to three days before being replaced by other events. Savings are generally between 30-70% off recommended retail prices.

“With Mumgo we are bringing something new to the Australian retailing space with the only site of its kind that caters to the compete needs of mothers and their families,” said Gabby Leibovich, co-founder of the CatchOfTheDay Group.

“A lot of other sites and big 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 parents and children and we only feature them on our site if there’s incredible value.”

Mumgo brings a shift in strategy for the ecommerce group. Typically focused on category-specific deal sites, this is the first time the group has created a lifestyle site, which is as much about the community as it is the deals.

“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,” said

Mumgo is the group’s second ecommerce investment. As part of the deal, Dan and Elise Gold, founders of online startup Ladybub, were acquired to head the Mumgo business and also fast track the group’s move into the market.

The brand will operate complementary to CatchOfTheDay Group’s portfolio made up of online department store, group buying site, online supermarket, and wine deals site