MORI is opening its fourth London store on Turnham Green Terrace, Chiswick, on 3 October 2026, strengthening the brand’s commitment to physical retail despite ongoing pressures on the UK high street.

The new location will be MORI’s largest to date, joining existing stores in Battersea, Notting Hill and Hampstead, and forms part of a wider strategy to scale across retail, wholesale and international markets.

 

 

The opening follows a period of significant portfolio expansion.

In 2025, MORI acquired British childrenswear and lifestyle brand KIDLY, alongside changing bag specialists Storksak and Babymel. The additions broaden MORI’s family offering, with KIDLY by MORI extending the business into playful childrenswear and footwear, while Storksak and Babymel strengthen its position in parenting accessories.

International growth continues to be a key focus. MORI is available via major partners including John Lewis and NEXT in the UK, and Nordstrom and Bloomingdale’s in the US. September saw the US launch of Storksak and Babymel, reintroducing the British brands to a wider North American audience and building on MORI’s growing DTC and wholesale presence in the region.

Customer research conducted earlier this year found that 87% of UK customers would visit a MORI store if one were nearby, while 37% cited visiting shops as a top source of inspiration for baby and toddler purchases.

 

 

Physical retail remains central to MORI’s expansion strategy.

MORI says stores play a vital role in both acquisition and retention, allowing families to experience its products first-hand and fostering strong repeat custom. Community engagement is also a priority, with stores designed to integrate into neighbourhoods through events, partnerships and local relationships.

Founder and CEO Akin Onal, OBE, describes the Chiswick opening as an important milestone in MORI’s evolution from an online sleepwear brand to a broader family platform. He highlights the value of physical retail in showcasing MORI’s fabrics, functionality and design, and notes that customers who discover the brand in-store often become its strongest repeat shoppers. Chiswick, he says, is a natural fit for MORI’s family-focused approach.

The new store will offer MORI’s bestselling sleepwear, daywear and essentials, alongside an expanded selection from KIDLY by MORI. For further information, please click here.