British baby and childrenswear brand, MORI, is extending its focus on quality and circularity through a partnership with Littleloop, the pre-loved childrenswear platform, giving families an easy way to resell outgrown MORI and KIDLY by MORI pieces.

MORI is launching the partnership as more customers shop second-hand and seek to extend the life of outgrown children’s clothing. In the brand’s latest survey, 43% said they now buy baby and children’s clothing second-hand, up 28 percentage points from last year. MORI products are already performing strongly on Littleloop ahead of the official partnership, with more than 250 items listed and strong resale demand recorded last year.

Through the partnership, families can trade in eligible outgrown pieces via MORI’s dedicated pre-loved page. Littleloop photographs, lists, sells and ships the items, then gives customers credit once it processes them. Customers can spend that credit on new MORI at babymori.com, pre-loved MORI on Littleloop, or with other partner brands on the platform.

 

 

For the past decade, longevity has shaped MORI’s approach, from product design to fabric choice, making the brand a natural fit for the growing resale market.

Commenting is Amie Flynn, Head of Buying and Product Design at MORI. “We’re incredibly proud of the quality and softness of our products, and it’s wonderful to see MORI pieces being worn, passed on and loved by more than one child. We carefully choose our fabrics not only to feel exceptionally gentle from the very first wear, but to stand the test of time, wash after wash.

“Partnering with Littleloop is a natural next step, making it even easier for families to give their outgrown MORI and KIDLY by MORI pieces a longer life in a way that feels simple, useful and true to our values.”

 

 

Also commenting is Charlotte Morley, founder and CEO of Littleloop.

“MORI has always understood something that many brands are only just waking up to: that the quality you put into a product doesn’t end at the point of sale. Their fabrics are designed to last, and that’s exactly the kind of brand circularity that works hardest for them.

“When a garment is built to go the distance, giving it a second life isn’t a compromise; it’s an extension of the original promise to the customer. We’re proud to be powering MORI’s takeback scheme and helping ensure that every piece they make stays in use, and in love, for as long as possible.”

For further information on MORI, please click here. To visit the Littleloop website, please click here.