Sustainable children’s brand MORI is opening a new retail store in Westfield London in early November, as the company continues its ambitious expansion on the high street. October also saw the opening of a pop-up shop in London’s Notting Hill, as well as a host of retail initiatives to elevate the in-person MORI experience of its multi-award-winning organic cotton and bamboo ranges.
The London-based baby brand was founded in 2015 and is known globally for its sleepwear. Since 2015, MORI has gained a dedicated following amongst parents, celebrities and influencers, with this next chapter allowing even more families to experience its products first-hand.
The London stores will showcase MORI’s range of sleepwear, daywear and accessories for newborns up to 6 years.
Crafted from premium, sustainable materials, like MORI’s signature bamboo fabric, every item is gentle on delicate skin. The stores will also carry products from the MORI Friends range. This curated selection ensures families and gifters can find everything they need for little ones, all under one roof.
The new store openings follow the recent reopening of the brand’s flagship store at 97 Northcote Road, Battersea, which underwent a full refurbishment in collaboration with Nick Short at ShortCreative Ltd.
Using sustainable materials alongside a soft pea green aesthetic, the design aims to complement MORI’s ranges and will feature within the new Westfield London location, offering a unified shopping experience for customers.
Commenting is MORI founder, Akin Onal. “Seeing our evolving brand come to life in this new store concept has been an incredible experience. I am very excited about our new Westfield London and Notting Hill stores, as they sit perfectly alongside our popular flagship store in Battersea.
“As we approach our 10th anniversary, these store openings represent a significant milestone in our journey and are only the beginning of our brick-and-mortar expansion.”
In a further extension of its brand presence, MORI also took over the window display of the Baby Layette department at Harrods throughout October. Meanwhile, its Peppa Pig by MORI collection will be launching within the world’s first standalone Peppa Pig store at Battersea Power Station in November.
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