While Mori celebrates 10 years, the beloved brand of babies's clothing aims on the preschool market and the accelerated deployment of retail, with more than five stores open by the end of 2025
Mori, the awarded brand of baby clothing for babies and children, is delighted to announce its first acquisition, Kidly, a name respected in the retail space of British children. This strategic acquisition brings together two pioneers in the D2C space for baby and children as well as marking an important step in the vision of Mori to become one of the most popular baby clothes and children in the world.
“Built with Kid something special with its brand and customer community,” said Akin Onal, founder and CEO of Mori. “Their commitment to beautifully designed functional products and their solid connection with parents of preschool children make it a natural adjustment for the next chapter in Mori. We are proud to protect this heritage and to fold it back into the long -term mission of Mori to support families through quality and sustainable products. ”
Founded as a market organized for modern families, Kidly has become known for its range of labels, Kidly Label, in particular their successful jelly shoes, which sold more than 250,000 units in the United Kingdom. With a range of products covering shoes, day clothes, outdoor clothes, swimsuits and meals for children aged 2 to 5, it brings a mixture of products very complementary to the MORI night clothing collections.
This acquisition allows Mori to extend its scope in the preschool category, offering the sweetness and quality of Mori's signature to a wider age group. Starting with spring / summer 2025, customers will be able to shop Babymori.com From today. This decision will bring the best of both worlds to a transparent customer experience.
“It is an incredibly exciting chapter for Mori,” continued Onal. “The gathering of two solid family brands gives us the opportunity to overeat our growth-first online in the United Kingdom, then in the United States, and quickly through physical retail channels and large. We are particularly enthusiastic about the cross -selling potential between our audience. ”
President Justin Stead commented: “This acquisition doubles Mori's strategy to extend both our brand and our product offer thanks to exceptional partnerships that help us reach new audiences and communities around the world. Our five strategic pillars clearly work, as the success of the company reflects. and impact. “”
As part of the transition, the former director general of Kidly, Janette Delaney, will join the Mori team to support integration efforts and help develop the Kidly brand within the Mori family.
Acquisition is a major step in Mori's growth strategy and presents itself at a time of exciting momentum for the brand. In 2025, Mori celebrated its 10th anniversary, after a decade of innovation and impact since it was founded by Akin Onal in 2015. This began as an exciting project to create the sweetest essential elements from sustainable materials has become a global omnichannel brand.
Today, Mori operates through D2C, at detail and wholesale with a flagship Battersea store, and other stores in Notting Hill and Westfield London. A fourth location will be launched later this month with other openings in British stores scheduled for 2025. The brand is also associated with major retailers, including Next, M&S, John Lewis and Harrods in the United Kingdom and Nordstrom and Bloomingdale in the United States.
One of Mori's objectives is to expand the offering to their existing customers and to become a familiar name for more families with babies and children. Earlier this year, the launch of a range of pajamas for toddlers and children up to 8 years old; Prints, more daring and more fun they will love, made from the Modal Supersoft fabric in Mori. Kidly acquisition is the next step towards this key goal.
This marks the very first acquisition of Mori and signals a broader strategic ambition: to support high potential children's brands in the United Kingdom and the United States which can be faced with financial challenges. By preserving equity, customer loyalty and design integrity, Mori aims to provide a stable and aligned house on values for brands that still have so much to offer. Mori actively explores new opportunities to associate or acquire complementary companies in the baby and children space, in particular those who sail on the retail climate today.
“We believe that major brands deserve to prosper – especially in a difficult market,” said Onal. “And we are in a strong position to help.”
