MORI founder and CEO Akin Onal marks the brand’s 10th anniversary and recent acquisition of children’s retailer KIDLY by outlining the company’s strategic plans, including further expansion into the preschool sector, development of new product lines, increasing retail presence, and exploring wholesale opportunities.

 

Laura Turner: What inspired the concept for MORI, and how has the brand evolved over the past decade?

Akin Onal: I grew up in Turkey in a region known for high-quality textiles. At just 11, I was already spending time at my cousin’s textile factory, learning first-hand what goes into making quality, lasting products. After studying engineering and completing an MBA, I worked in investment banking but always wanted to build something of my own. Textiles felt like a natural path, as that early experience had stayed with me.
The idea for MORI came when I was shopping for a gift for my niece and noticed a gap in the market for a modern baby brand offering clothing and essentials both engineered to perfection and special enough to gift. That led me to partner with a leading Turkish supplier to develop our signature fabric: soft, breathable and gentle on skin. This became the foundation of the brand. Naturally suited to sleepwear, MORI was born in 2015 to create thoughtfully designed essentials that simplify parents’ lives while doing good for families and the planet.
Over the past decade, MORI has grown from a single line of baby basics into a trusted lifestyle brand for modern families. We’ve expanded into sleepwear, daywear, accessories and gifting, staying true to our values of quality, comfort and sustainability. What hasn’t changed is my passion for product. I still love working with our mills and factories to create beautiful, functional pieces that support families.
We’re marking our 10th birthday with the same joy and togetherness that defines childhood, anchored by our Party Animals print, a playful design developed with input from our community. It’s a fun way to celebrate how far we’ve come and thank those who’ve been part of the journey.

 

 

LT: Can you provide an overview of MORI’s current product offering?

AO: At MORI, sleep is at the heart of everything we do. Our mission is to empower families to sleep better through thoughtfully designed products that are soft and made to last. Our core collection, MORI Originals, makes up around 65% of our offering and includes our bestselling, award-winning essentials such as the Clever Zip Sleepsuit and Clever Sleeping Bag. To keep things fresh, we launch seasonal collections quarterly. These drops introduce new colours, prints and styles while staying aligned with the needs of growing families.
Beyond sleepwear, our collection spans a wide range of products to support children from birth up to eight years. This includes pyjamas, daywear, matching family sets, towels, accessories, swimwear and outerwear, each created with the same care and attention to detail. We’re also known for our collaborations with iconic children’s characters, including Peter Rabbit, The Very Hungry Caterpillar, The Gruffalo and Peppa Pig. These nostalgic partnerships add storytelling magic and are favourites for gifting.

LT: The fabric MORI uses is a key part of its identity. Can you tell us more about it?

AO: Fabric has always been at the heart of MORI. It’s where our story began and what still sets us apart. From day one, we’ve been obsessed over quality and softness, knowing how important it is for babies and children to feel comfortable and cared for.
At launch, we saw a clear disconnect in the babywear market. Everyday essentials like sleepsuits and bodysuits were often disposable, sold in bulk packs that didn’t last. This created unnecessary waste and meant babies spent most of their time in low-quality garments. That insight shaped our fabric-first philosophy. We turned the category on its head, starting with materials that are natural, breathable, thermoregulating and gentle on sensitive or eczema-prone skin. Every piece includes thoughtful features like two-way zips for practicality. Many of these features we brought to market are now standard in the UK, something we’re incredibly proud of.
Our signature fabric, a unique organic cotton and bamboo blend, was developed using proprietary methods to create what many describe as the “world’s softest” fabric. More recently, we introduced our Modal fabric – our softest yet – taking that buttery-soft feel to the next level. Softness has always been a priority for our customers, but it’s more than just feel, it reflects our commitment to making products that support sleep and are made to be worn, loved and passed on.

 

 

LT: MORI recently acquired children’s retailer KIDLY, what opportunities does this present?

AO: The acquisition of KIDLY marks a major milestone for MORI and an exciting step toward our goal of becoming one of the best-loved baby and children’s clothing brands globally. From the outset, we were drawn to what KIDLY had built – a strong, trusted brand with a loyal community of parents and a reputation for beautifully designed, functional products. Its focus on the preschool market complements MORI’s strengths, making KIDLY a natural fit for the next chapter in our growth story. We saw clear synergy in our values, especially around quality, thoughtful design and building meaningful relationships with families. We’re proud to honour KIDLY’s legacy and integrate it into MORI’s long-term mission of supporting families through quality, sustainable products.
The acquisition also allows us to expand deeper into the preschool category, broadening our range and bringing MORI’s signature softness, quality and sustainability to even more families. Starting from s/s 25, the rebranded KIDLY by MORI collection will be available exclusively at babymori.com, creating a seamless destination that brings the best of both brands together. It’s a powerful growth opportunity, not only online in the UK but also in the US, and eventually through retail and wholesale. We’re especially excited by the cross-sell potential across our audiences, unlocking new value for our community.

LT: What does the rebranded KIDLY by MORI range encompass?

AO: KIDLY by MORI brings together the best of both brands – KIDLY’s modern, thoughtful design and MORI’s signature softness and quality. We’re focusing on the own-brand products KIDLY customers already know and love, elevating them with MORI’s fabric expertise. The range will debut with our s/s 25 collection, and we’re already deep into planning for a/w 25 and developing s/s 26. It’s a busy and exciting time, as we build a refreshed, expanded offering that still feels familiar and trusted. One of the biggest opportunities we see is in footwear, a category where KIDLY had strong traction and where we believe we can bring meaningful innovation and value. Alongside the own-brand range, we’re also proud to continue offering products from KIDLY’s much-loved brand partners, giving customers a curated selection of quality options, all in one place.

LT: Is MORI open to partnering or acquiring more businesses in the baby and kids’ space?

AO: Absolutely. The acquisition of KIDLY was our first, but it marks the start of a broader strategic ambition. We’re actively exploring further opportunities to partner with or acquire complementary brands, especially those that align with our values and have strong brand equity but may be facing challenges in today’s retail environment. Our goal is to provide a stable, values-aligned home for high-potential brands with so much still to offer. We’re committed to preserving what makes these businesses special, from their customer loyalty to their unique identity, while giving them the support needed to grow.

 

 

LT: How many standalone stores does MORI have, and do you plan to open more?

AO: We currently have four standalone MORI stores in the UK, with our flagship in Battersea and locations in Notting Hill, Westfield London and our newest in Hampstead, opening this summer. Each reflects our ongoing investment in creating physical spaces where customers can experience the brand and feel the softness of our fabrics in person.
And yes, we absolutely plan to open more. Expanding our retail footprint and growing our wholesale channel is a key part of our growth strategy as we diversify beyond online. We see physical retail as a powerful way to deepen relationships with families, offer a hands-on experience, and extend reach in a meaningful, tangible way.

LT: What’s your strategy for wholesale?

AO: We have ambitious plans for wholesale growth, guided by a strategy of deepening relationships with existing partners while expanding through new, like-minded retailers. It’s about finding partners that align with our premium positioning and share our values.
In the UK, we aim to remain a favourite premium babywear brand within selected territory accounts while strengthening our three biggest partnerships: Next, John Lewis and M&S. These relationships are central to our domestic strategy, helping us stay visible and trusted by a wide customer base.
Internationally, we’re driving growth across several strategic regions. In the US, we’re focused on expanding our presence, building on relationships with Nordstrom and Bloomingdale’s, and introducing MORI to new high-quality accounts. We’re also exploring opportunities in the GCC region, where demand for premium, family-focused products is strong. We’re actively seeking new wholesale partners as well as collaborations with nursery groups and luxury hotels to offer exclusive essentials tailored to their guests, like our signature sleeping bags and towels. This strategic, multi-regional approach ensures we scale selectively in a way that protects and strengthens the MORI brand globally.

LT: What’s the long-term vision for MORI?

AO: Our long-term vision is simple but ambitious: to become one of the best-loved baby and children’s clothing brands in the world. We’re building a brand that families trust, rooted in quality, softness and sustainability, and we’re just getting started.

For further information on MORI, please click here.