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Organic baby brand, Mori, has raised £2m in funding through backing by global retail and tech investors, Jobi Capital and Kalrock Ventures.

The funding will go towards significant brand development, namely multiplying the customer base, launching new products and services, and branching into the US.

Since launching in 2015, Mori has expanded rapidly. Today, the brand boasts more than 10,000 customers in over 50 countries. Established by Akin Onal and Cam Miller, the brand combines quality and innovative clothing with the latest technology and a direct-to-consumer business model, with the primary aim to help babies sleep better.

According to research company Crunchbase, over the past two years, start-ups with baby and toddler-focused business models have raised more than $260 million in seed and venture funding in the US.

“Baby apparel alone is a £10bn plus industry in the UK and the US and it is highly fragmented.” says Akin Onal, CEO of Mori. “However, babywear has long been a traditional market that lacks innovation, both in terms of product development but also the way in which brands engage with customers.”

In addition to innovation, Mori champions social responsibility, something which customers are increasingly expecting from the brands they buy.

“We launched our ‘Kindness Project’ to encourage our customers to send back old Mori garments in exchange for credit to spend on our website<” Onal continues. “The garments are then donated to local charities in the UK for those in need. The initiative has been hugely popular and is our way of limiting Mori’s environmental footprint and giving another life to our garments.”


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