MORI, the award-winning baby and children’s clothing brand, has announced the acquisition of KIDLY, a respected name in the UK children’s retail space.
The strategic acquisition brings together two trailblazers in the baby and kids D2C space and marks a significant milestone in MORI’s vision to become one of the best-loved baby and children’s clothing brands globally.
Akin Onal, founder and ceo of MORI, says: “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.”
Founded as a curated marketplace for modern families, KIDLY has become known for its own-label range, KIDLY Label, and its bestselling 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 2–5, KIDLY brings a highly complementary product mix to MORI’S signature sleepwear collections and enables the brand to extend its reach into the preschool category.
The acquisition comes at a moment of exciting momentum for MORI, which celebrates its 10th birthday this year, says Akin Onal. “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.”
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.
MORI currently 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 additional 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.
From today, families can shop KIDLY by MORI exclusively at babymori.com, starting with bestselling swimwear and canvas shoes, with more fan favourites including jelly shoes on their way
