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Baby clothing brand Mori has made its first-ever acquisition with the purchase of UK-based children’s retail brand Kidly, for an undisclosed sum.
Founded as a curated marketplace for modern families, Kidly has become known for its own-label range, Kidly Label, particularly its jelly shoes, which have sold over 250,000 units in the UK.
With a product range spanning footwear, daywear, outerwear, swimwear and mealtime essentials for children aged two to five, the acquisition will see Kidly offer a complementary product mix to Mori’s sleepwear collections.
It will also enable Mori to extend its reach into the preschool category. Starting with Spring/Summer 2025, customers will be able to shop the rebranded Kidly by Mori exclusively at babymori.com.
Additionally, as part of the transition, Kidly’s former managing director, Janette Delaney, will be joining the Mori team to support integration efforts and help grow the Kidly brand within the Mori family.
The acquisition comes on the heels of Mori’s 10th birthday. Today, Mori operates across D2C, retail and wholesale with a flagship store in Battersea, and further stores in Notting Hill and Westfield London.
A fourth location will be launching later this month with further UK store openings planned in 2025. The brand also partners with major retailers including Next, M&S, John Lewis and Harrods in the UK and Nordstrom and Bloomingdale’s in the US.
Onal, founder and CEO of Mori, said: “Kidly built something special with its brand and customer community. Their commitment to beautifully-designed, functional products and their strong connection with parents of preschoolers makes them a natural fit for Mori’s next chapter. We’re proud to protect that legacy and fold it into Mori’s long-term mission to support families through quality, sustainable products.
“This is an incredibly exciting chapter for MORI. Bringing together two strong family brands gives us the opportunity to supercharge our growth – first online in the UK, then in the US, and swiftly through physical retail and wholesale channels. We’re especially excited about the cross-sell potential between our audiences.”
