MORI, the baby essentials brand with a socially conscious approach to manufacturing has opened its first standalone store on Northcote Road in Battersea, London.
The shop’s location is in the heart of London’s proverbial ‘Nappy Valley’ – half a mile of pushchair-friendly cafes and independent boutiques – making it ideal for both parents and gift-givers.
The 600 sq ft store was designed by the award-winning interior design agency FormRoom, which has worked with the likes of H&M and Selfridges.
MORI’s expansion into high street retail
Commenting on the new store is a representative of FormRoom. “MORI is one of the most disruptive and exciting brands within the baby clothing industry. We were thrilled to work on developing its first permanent space. We are so excited to see its brand come to life in a space that truly embodies the soft and dreamlike products it has to offer.”
The shop’s thoughtful design brings the essence of MORI to life. For example, curves rather than sharp edges dominate the space, which is both playful, yet simplistically cool.
The store provides a destination where customers can interact with the MORI product range and discover the science behind it. All whilst learning about the garments’ sustainable production.
The shop’s layout is also divided into two; one side for daywear and the other for sleepwear. The daywear side features the shape of the rising sun as you enter the store. The sleep side, meanwhile, evokes the night to showcase MORI’s sleepwear, including the award-winning Clever Sleeping Bag.
Customers can also sign up to MORI’s Sleep Club when in-store.
Other highlights include the store’s Snug area, a space for parents to meet, connect and relax. The space will also play host to inspirational events for parents and parents-to-be.
The events schedule kicks off with a series of talks on Friday 8 November including ‘Sleep advice’ with Sam Aunders, the Baby Guru, at 11am.
Following this from 3pm will be ‘Self-care and mental wellbeing for pregnant and new mothers’ with Zoe Blaskey, founder of Motherkind. Tickets are available through Eventbrite at £10, which is redeemable against any purchases on the day.
MORI’s first store can be located at 97 Northcoate Road, Battersea SW11 1NP. Click here for further information.
