Digitally native, omnichannel, UK-based baby and toddler clothing brand MORI expects to see its US market grow to more than 50% of revenue within the year and can report the business has remained profitable since 2020.
MORI has also recently secured further investment of £2.5m into the business from existing investors, enabling it to invest in broadening brand awareness in the UK and the US alongside product development, retail expansion and growing sales channels.
Founded in 2015, MORI quickly became the baby clothing destination of choice for parents and gifters alike, with celebrity fans including Kim Kardashian, Zoe Sugg and most recently, Molly-Mae Hague.
Its purpose of empowering families to sleep better puts the brand in a unique position within the children’s apparel market. To date, MORI has sold over 500,000 sleepsuits and 110,000 sleeping bags to over 275,000 customers worldwide.
The brand is actively looking for its next locations to create physical brand touchpoints with its community.
MORI opened its flagship store on Battersea’s Northcote Road in 2019. This was a significant moment for the brand, as it was able to give customers an immersive MORI experience. The store has experienced 46% YoY growth in the period January – April 2023 and provides unique support to the local community in their journey to parenthood through its events programme.
MORI is currently stocked in over 120 stores in more than 30 countries around the world. This includes Harrods and Harvey Nichols in the UK, Takashimaya in Singapore, and Sprout and Babylist.com in the US.
In May 2023 the brand also appointed Simon Dowling as its first commercial director. Dowling joins the company following senior commercial roles in British retailers Crew Clothing, Frugi, White Stuff and Joules.
Dowling will now lead MORI’s next phase of wholesale growth. In his role he will build relationships with existing retail partners and customers and lead the acquisition of new retail partners and the expansion of MORI’s sales channels, including online marketplaces.
Commenting on MORI’s developments is founder and CEO, Akin Onal.
“Over the last eight years we have built a brand that parents-to-be and parents connect deeply with. Having grown from a driven start-up to a disruptive scale-up business, I am excited for MORI’s next stage of growth and we remain dedicated to building a sustainable brand loved and trusted by parents globally.
“I am delighted to welcome Simon to our brand. His experience and hunger for commercial growth means he is a fantastic addition to our executive team and with his support we are going to expand our wholesale channel beyond select luxury stores like Harrods, both in the UK and abroad.”
For further information on MORI, please click here.
