Leading baby and childrenswear brand, MORI, has acquired premium baby changing bag brand Storksak and its sister brand Babymel, strengthening its position as a one-stop destination for modern parenting.

The move forms part of MORI’s ambitious growth strategy and follows its successful acquisition of digital-first children’s retailer KIDLY in April 2025, alongside the launch of its fourth London store in Hampstead this August.

Commenting is Akin Onal, founder and CEO of MORI

“We’re incredibly excited to welcome Storksak and Babymel to the MORI family. Our shared values of quality, timeless design, and supporting parents made this a natural alignment. This acquisition builds on the momentum from our KIDLY acquisition earlier this year, and represents another step in MORI’s long-term mission to support families through quality, sustainable products.”

 

 

Established in 2003 by Melanie Marshall and Suzi Bergman, Storksak combines both style and practicality in parenting accessories. The premium changing bags have earned accolades across the industry and have been spotted on countless influential parents worldwide. Building on this success, the founders launched Babymel in 2006 to bring stylish, modern changing bags to the high street market – offering the same thoughtful design at a more accessible price point.

“This marks a really exciting new phase for MORI,” continues Onal. “Uniting two well-loved family brands allows us to accelerate our growth, starting with digital expansion in the UK, continuing to scale in the US market, and extending into physical retail and wholesale. We see a huge potential to broaden our reach, strengthen our product offering, and deliver even more value to our customers.”

 

 

Also commenting are Storksak’s founders, Melanie Marshall and Suzi Bergman

“At Storksak and Babymel, we have spent over 20 years perfecting the baby changing bag. Our knowledge of what a parent really needs is the foundation on which we have created beautiful bags for the new parents of today. We are delighted that MORI will continue this legacy.”

The acquisition builds on MORI’s momentum in 2025, a year that marks the brand’s 10th anniversary. What began in 2015 as a passion project to create the softest baby essentials from sustainable materials has grown into a globally recognised, omnichannel brand – now offering products for children up to eight years, collaborations with like-minded partners, and a growing retail footprint.

MORI currently operates across D2C, wholesale and retail, with a flagship store in Battersea and additional locations in Notting Hill and Westfield London. MORI’s latest London store opened this August in Hampstead.

As MORI continues to expand, physical retail remains a key strategic pillar in its growth plans – serving as a powerful way to connect with local communities, deepen customer relationships, and grow brand presence. MORI is also available via leading retailers including Next, M&S, John Lewis and Harrods in the UK, as well as Bloomingdale’s and Nordstrom in the US.

 

 

One of MORI’s core goals is to broaden its product offering for existing customers and become a household name for more families with babies and children.

The acquisition of KIDLY earlier this year reinforced this mission, introducing design-led products that support families through every stage of their parenting journey. With the addition of Storksak and Babymel, MORI enters its next chapter of growth – continuing to build a family of purpose-led brands united by a shared commitment to design, quality, and helping parents navigate the early years with confidence.

From Autumn 2025, parents will be able to discover Storksak and Babymel’s trusted essentials at babymori.com and across its retail stores. This latest acquisition underscores MORI’s broader ambition: to support high-potential, purpose-led children’s brands in both the UK and the US.

With a focus on preserving brand equity, design integrity, and loyal customer relationships, MORI continues to explore opportunities to support complementary brands facing today’s complex retail landscape. “We believe that strong brands should have the opportunity to grow, even in challenging market conditions,” concludes Onal. “And we’re well placed to support that growth.”