MORI

What MORI does

MORI is a UK-headquartered direct-to-consumer baby and children's brand, founded in 2015 by Akin Onal and operating from London. The company designs, sources and sells sustainable apparel and accessories for children from newborn to roughly 8 years, with primary product categories spanning sleepwear (sleepsuits, pyjamas, TOG-rated sleeping bags), daywear (bodysuits, tops, leggings, dungarees, knitwear, swimwear), outerwear and pramsuits, footwear (trainers, sandals, wellies, boots), and nursery/home accessories (blankets, muslins, towels, carriers, changing bags). Core fabric technology rests on three proprietary blends — Signature (70% bamboo / 30% organic cotton), Ribbed (67% bamboo / 28% organic cotton / 5% elastane) and Modal — engineered for softness, breathability and thermoregulation, complemented by construction-level features such as a 'Clever Zip' two-way zip with integrated scratch mitts and concealed zip guards, TOG-rated sleeping bags (0.5–2.5), UPF 50+ sunwear, and BS 8510:2009-certified safety testing.

The business model is a multi-region DTC e-commerce operation with country-specific websites for the UK, US, EU and Rest of World, supplemented by physical retail stores in the UK. Revenue is generated primarily through one-time product purchases (individual sleepsuits from £23.80, multipacks from £41.60, pyjamas from £17.25, outerwear up to £62.00, premium bundles such as the Newborn Baby Starter 12-piece set at £179.40) layered with two recurring mechanisms: the Sleep Club subscription (£178.80/year, equivalent to £14.90/month, or £17.90/month) delivering monthly sleepwear prints plus 20% sitewide discount and free UK delivery, and licensed character collaborations (Peter Rabbit, Peppa Pig, The Gruffalo, The Very Hungry Caterpillar). The portfolio has been expanded via two sub-brands — KIDLY by MORI (design-led toys, gifts, footwear and accessories, including curated resale of Jellycat, Liewood, Little Dutch, Tonies, Maileg and others) and Storksak by MORI (luxury changing bags acquired from Storksak) — and an active affiliate and email programme supported by a 350k+ Instagram community. The company has disclosed approximately $8.18 million in funding across three rounds between 2016 and 2019 (Series A of $5.05M led by Guinness Ventures in May 2019) and operates with 11–50 employees as a private, independent business.

Name

MORI

Legal name

MORI

Website

https://babymori.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

MORI is a UK-based direct-to-consumer sustainable baby and children's brand selling organic bamboo-and-cotton sleepwear, clothing, nursery items, toys and gifts via localized websites across the UK, US and EU, plus UK retail stores and a Sleep Club subscription.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Mattress Manufacturing (33791), Mattress Manufacturing (337910), Narrow Fabric Mills and Schiffli Machine Embroidery (31322)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sleepwear & Loungewear (Children) (CRAAAHAH)

akta.pro secondary industries

Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Organic baby clothing
• Baby sleepwear
• Children apparel
• Bamboo baby clothes
• Baby nursery essentials

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. E-commerce Retail: One-time product purchases across categories including sleepwear, clothing, accessories, toys and gifts. Products sold through owned e-commerce websites with country-specific domains.
2. Sleep Club Subscription: Monthly subscription delivering new sleepwear prints. Annual membership at £178.80 (save 54%) or monthly at £17.90. Includes 20% discount sitewide and free UK delivery for members.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MORI is a direct-to-consumer e-commerce retailer of organic baby and children's clothing, sleepwear, and accessories sold under its own brand (with sub-brands KIDLY by MORI and Storksak by MORI). Products are built around proprietary bamboo and organic cotton fabric blends and sold through country-specific websites for the UK, US, EU, and Rest of World, complemented by a recurring Sleep Club sleepwear subscription and selected UK physical retail locations.

Product overview

MORI is a UK-based sustainable baby and children's clothing brand offering organic products made primarily from three proprietary fabric technologies: Signature Fabric (70% bamboo, 30% organic cotton), Ribbed Fabric (67% bamboo, 28% organic cotton, 5% elastane), and Modal Fabric (sustainably sourced beechwood). The core product portfolio centres on sleepwear (sleepsuits, pyjamas, sleeping bags), daywear (bodysuits, tops, leggings, outfits, dungarees), and accessories (blankets, muslins, towels, carriers). Extended offerings include footwear, swimwear, coats, nursery items, toys, and gift sets. The brand operates through sub-brands KIDLY by MORI (design-led toys and accessories) and Storksak by MORI (luxury changing bags), plus licensed character collaborations (Peter Rabbit, Peppa Pig, The Gruffalo, The Very Hungry Caterpillar). A recurring revenue stream is provided via the Sleep Club subscription delivering monthly sleepwear prints at £14.90/month (annual) or £17.90/month. MORI also offers curated multipack bundles and premium newborn starter sets ranging from 12-piece to 28-piece configurations.

Differentiator

Problem solved

Functional benefit

Brands

• KIDLY by MORI: A curated range of toys, gifts, shoes, and children's accessories extending beyond clothing for ages 0-6 years.
• Storksak by MORI

Products and services

• MORI Sleepsuits Organic baby sleepsuits and zip baby grows made from bamboo, organic cotton, and modal fabrics. Features include the two-way 'Clever Zip' design for easy night-time nappy changes, integrated scratch mitts for newborns up to 6 months, and concealed zip guards for skin safety.
• MORI Pyjamas Organic cotton and bamboo pyjamas for babies, toddlers, and children up to 12 years, available in two-piece sets and sleepsuit styles with the brand's signature breathable fabric blend.
• MORI Sleeping Bags Baby sleeping bags available in 0.5, 1.5, and 2.5 TOG ratings for temperature-appropriate sleep. Features the Clever Zip design and is made from MORI's signature organic cotton and bamboo blend, tested under BS 8510:2009.
• MORI Bodysuits Organic cotton and bamboo bodysuits available in short-sleeve, long-sleeve, and kimono styles, sold individually and in multipacks.
• MORI Tops, Sweatshirts & Jumpers Baby and kids tops including lightweight long-sleeved t-shirts, sweatshirts, and chunky knit jumpers crafted from the organic cotton and bamboo blend with stretchy ribbed cuffs.
• MORI Leggings, Joggers & Trousers Soft baby leggings, durable trousers, and breezy summer shorts with elasticated waistbands in stretchy organic cotton blends featuring novelty animal prints.
• MORI Outfits Head-to-toe baby and toddler clothing sets combining soft organic fabrics with practical details like elasticated waists and two-way zips.
• MORI Dungarees & Rompers One-piece rompers and dungarees including denim rompers and organic cotton jumpsuits designed for crawlers and walkers with stretchy fabrics.
• MORI Swimwear Sun-safe baby and kids swimwear including swimsuits with UPF 50+ protection, rash vests, and beach accessories.
• MORI Coats & Pramsuits Waterproof pramsuits and puddle-proof suits made from planet-friendly fabrics, including padded hooded jumpsuits and colour-changing puddle suits.
• MORI Footwear Baby and kids footwear including trainers, sandals, booties, and wellies from MORI and KIDLY by MORI.
• MORI Muslins & Swaddles 100% organic cotton muslins in multiple sizes for swaddling, nursing covers, stroller wraps, and blankets.
• MORI Blankets & Throws Baby blankets and throws including cellular blankets for temperature regulation and personalised baby blankets for gifting.
• MORI Towels & Bath Mitts Soft baby and kids towels crafted from highly absorbent cotton with wild animal and character designs.
• MORI Baby Carriers & Wraps Safe and practical baby carriers and wraps from trusted brands, designed to keep babies close while keeping parents' hands free.
• MORI Changing Bags & Accessories Changing bags, mats, and accessories for baby care on the go, including Storksak luxury baby changing bags.
• MORI Stroller & Pram Organisers Stroller, pram, and buggy organisers from the Storksak and Babymel brands.
• MORI Hats & Sunglasses Baby and kids hats including floppy sun hats with UPF 50+ protection, bucket hats, and swim hats, plus sunglasses.
• MORI Toys (KIDLY by MORI) Curated selection of baby and kids toys including soft toys, rattles, teethers, activity toys, wooden toys, educational toys, and sensory toys.
• MORI Nursery & Home Nursery essentials including bathtime products, bedroom items, mealtime accessories, and on-the-go gear.
• MORI Gift Sets Curated gift sets including newborn starter sets, welcome bundles, bedtime sets, and premium baby gift sets.
• MORI Newborn Baby Starter Essentials Set 12-piece essential bundle for newborns including a Clever Sleeping Bag, Clever Zip Sleepsuits, bodysuits, leggings, hat, blankets, muslin, and bath towel, made from MORI's signature organic cotton and bamboo fabric.
• Sleep Club Subscription Monthly sleepwear subscription delivering MORI's bestselling sleepsuits or pyjamas in new prints. Annual membership at £178.80 (save 54%) or monthly at £17.90, with benefits including 20% off sitewide and free UK delivery.
• KIDLY by MORI Design-led sub-brand offering toys, gifts, shoes, clothing, and accessories for children from newborn to age 6, with curated selections from brands like Liewood, Little Dutch, Jellycat, and Janod.
• Storksak by MORI Luxury baby changing bags and accessories combining timeless design with award-winning practicality, now sold under the Storksak by MORI label.
• MORI Character Collaborations Licensed character clothing and accessories featuring Peter Rabbit, Peppa Pig, The Gruffalo, and The Very Hungry Caterpillar prints.

Quantifiable outcome

• Products tested at factories in accordance with British Safety regulations (BS 8510:2009) for safety of children's sleep bags
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• StorksakcoreStrategic or Co-development PartnerStorksak, the luxury baby changing bags brand, has been acquired and integrated into MORI. The partnership combines Storksak's timeless design with award-winning practicality, now sold under the 'Storksak by MORI' label.
• BinibambaminorChannel Partner/ Reseller/ DistributorBinibamba produces baby products (sleepsuits) that are sold through MORI's e-commerce platform alongside MORI's own branded products.
• Desmond & DempseyminorChannel Partner/ Reseller/ DistributorMORI x Desmond & Dempsey collaboration featuring licensed print designs on MORI sleepwear products.
• Peter RabbitminorOEM/ Whitelabel/ Licensing PartnerLicensed character collaboration featuring Peter Rabbit prints on sleepsuits, clothing, and accessories.
• Peppa PigminorOEM/ Whitelabel/ Licensing PartnerLicensed character collaboration featuring Peppa Pig prints on outerwear, wellies and various children's products.
• The Very Hungry CaterpillarminorOEM/ Whitelabel/ Licensing PartnerLicensed character collaboration featuring The Very Hungry Caterpillar prints on sleepsuits and clothing.
• The GruffalominorOEM/ Whitelabel/ Licensing PartnerLicensed character collaboration featuring The Gruffalo prints on waterproof puddle suits and children's clothing.
• JellycatminorChannel Partner/ Reseller/ DistributorJellycat soft toys and comforters sold through MORI's toy and accessories collection.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Frugi: Frugi is a UK-based DTC brand selling organic cotton and sustainable children's clothing, sleepwear, and outerwear, directly competing with MORI in the same organic-baby-apparel category and overlapping customer base of eco-conscious parents.
• Kyte BABY: Kyte BABY is a US-based DTC brand specialising in bamboo baby sleepwear, rompers, and blankets; it directly competes with MORI on bamboo fabric innovation and the temperature-regulating sleepwear proposition.
• Hanna Andersson: Hanna Andersson is a premium DTC and retail children's clothing brand known for durable, organic-cotton pieces designed to be passed down, making it a comparable peer in sustainability-led, high-quality kids apparel.
• Liewood: Liewood is a Danish design-led children's brand selling bamboo and organic textiles, toys, and accessories; it overlaps with MORI's KIDLY sub-brand and the bamboo-based soft-goods category.
• Burt's Bees Baby: Burt's Bees Baby is an organic cotton baby clothing and sleepwear brand with broad US retail distribution; it competes directly with MORI on organic infant sleepwear and the gift-set occasion.
• aden + anais: aden + anais is a global baby brand best known for muslin swaddles and blankets; it overlaps with MORI's nursery/textile category and shares the gifting and parent-of-newborn customer base.

Emerging players

• PatPat: PatPat is a fast-growing global DTC marketplace for baby and children's clothing competing on price and assortment; it pressures MORI in the value-conscious online segment of the same target market.
• Done by Deer: Done by Deer is a Scandinavian design brand selling baby and toddler products including sleepwear, toys, and accessories; it competes in the design-led, giftable baby segment where MORI's KIDLY sub-brand operates.

Broad incumbents

• Ergobaby: Ergobaby is an established global baby-wearables brand covering carriers, swaddles, and related products; it shares MORI's premium parenting customer base and overlapping accessory categories such as baby carriers.
• JoJo Maman Bébé: JoJo Maman Bébé is a UK-based multi-channel maternity and children's clothing retailer with a broad own-brand assortment; it overlaps with MORI's UK apparel, sleepwear, and nursery offering for expectant and new parents.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/babymoriofficial
• Xx.com/babymoriuk
• Facebookfacebook.com/babymoriofficial
• LinkedInlinkedin.com/company/9387378

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MORI