KIDLY

What KIDLY does

MORI (operating the KIDLY sub-brand) is a UK-based, direct-to-consumer e-commerce retailer of sustainable baby and children's clothing, sleepwear, and lifestyle products, serving parents of children aged 0-8 in the UK, US, EU, and Rest of World markets via localized storefronts. The core product is sleepwear and apparel built from a proprietary blend of organic cotton, sustainably sourced bamboo, and premium modal fabric derived from beechwood, marketed around signature softness, breathability, and temperature regulation for sensitive skin. The platform combines MORI's own-label products with the KIDLY by MORI sub-brand (ages 2-8), the acquired Storksak luxury changing-bag line, and a curated multi-brand marketplace spanning toys, nursery, and mealtime categories. Revenue is generated primarily through one-time product sales across these categories, supplemented by a £14.90/month Sleep Club subscription delivering limited monthly prints, gift cards, and personalisation add-ons (from £4.95). The company distributes through company-owned e-commerce sites and a small number of MORI-operated physical retail stores, with marketing anchored by a 350k+ Instagram community and licensed character partnerships with Peter Rabbit, Peppa Pig, The Gruffalo, and The Very Hungry Caterpillar. Founded in 2015 by James Hart, the company operates with an 11-50 employee headcount and is privately held with no disclosed institutional investors.

Name

KIDLY

Legal name

MORI

Website

https://kidly.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

MORI (with the KIDLY sub-brand) is a UK-based direct-to-consumer e-commerce retailer selling sustainable organic cotton, bamboo, and modal sleepwear, clothing, and lifestyle products to parents of children aged 0-8 across the UK, US, EU, and ROW markets.

Ownership category

akta.pro rank

Product category

Children's Lifestyle and Nursery Retail

NAICS

Hobby, Toy, and Game Retailers (459120), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industry

Kids & Nursery Décor Retail (Décor Accessories, Wall Art, Growth Charts) (CRAIACAH)

Keywords

• Children's toys retail
• Nursery products
• Baby lifestyle goods
• Design-led kids products
• Early childhood retail

Headquarters

HQ city

Leavesden Green

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: One-time purchase model for clothing, sleepwear, toys, nursery items, and accessories. Customers purchase individual items or gift sets. Core categories include sleepsuits, pyjamas, bodysuits, sleeping bags, and children's clothing up to age 8.
2. Sleep Club Subscription: Monthly subscription service delivering the latest sleepwear print each month. Provides recurring revenue and customer loyalty. Priced at £14.90 monthly with free delivery.
3. Gift Cards: Digital gift cards available for purchase as gifting solutions
4. Personalisation Services: Personalisation add-on service starting from £4.95 for gift items

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

KIDLY is an eCommerce retailer of design-led and genuinely useful things for children aged 0-4. The company curates and sells products targeted at parents and caregivers of young children, offering an online shopping experience for toys, nursery items, and lifestyle goods within the early-childhood segment.

Product overview

KIDLY is an e-commerce platform operated by MORI, a sustainable baby and kids clothing and lifestyle brand. The offering is a multi-brand marketplace combined with MORI's own proprietary products. Core offerings include MORI's signature organic cotton and bamboo sleepwear (sleepsuits, pyjamas, sleeping bags) and clothing for babies (0-2y) and kids (2-8y), supplemented by the KIDLY by MORI sub-brand for exclusive contemporary designs. The platform also features the acquired Storksak luxury baby changing bags brand, a Sleep Club subscription service (£14.90/month), and a curated selection of toys and nursery products from third-party brands. Licensed character collections (Peter Rabbit, Peppa Pig, The Gruffalo) and gift sets with personalization complete the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• KIDLY by MORI: Children's clothing and accessories sub-brand for kids aged 2-8 years, including shoes, trainers, sweatshirts, and outdoor play items
• Storksak by MORI

Products and services

• Curated eCommerce retail assortment for 0-4s An online retail offering of design-led and genuinely useful things for children aged 0-4, sold directly to parents and caregivers via the KIDLY eCommerce storefront.

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• StorksakcoreStrategic or Co-development PartnerStorksak, the luxury baby changing bag brand, has been acquired by MORI. The brand is known for combining timeless design with award-winning practicality. Storksak products are now sold under 'Storksak by MORI' branding.
• Peter RabbitminorChannel Partner/ Reseller/ DistributorLicensed character collection featuring Peter Rabbit designs on MORI clothing and sleepwear products.
• Peppa PigminorChannel Partner/ Reseller/ DistributorLicensed character collection featuring Peppa Pig designs on MORI products.
• The GruffalominorChannel Partner/ Reseller/ DistributorLicensed character collection featuring The Gruffalo designs on MORI clothing.
• The Very Hungry CaterpillarminorChannel Partner/ Reseller/ DistributorLicensed character collection featuring The Very Hungry Caterpillar designs on MORI products.
• MORI x Desmond & DempseyminorStrategic or Co-development PartnerCollaborative capsule collection combining MORI's sustainable fabrics with Desmond & Dempsey's design aesthetic.
• MORI x BinibambaminorStrategic or Co-development PartnerCollaborative collection with Binibamba featuring sustainable bunny-themed children's products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Frugi: UK-based sustainable children's clothing brand selling organic cotton baby and kids apparel. Direct competitor in the same UK sustainable kids category with overlapping customer base of eco-conscious parents.
• Hanna Andersson: US-based premium kids and baby clothing brand known for organic cotton and durable, pass-down quality. Directly comparable to MORI on sustainable fabric positioning and family-oriented apparel assortment.
• Posh Peanut: US D2C sustainable baby and kids apparel brand with bamboo-based fabrics and matching family outfits. Closely comparable on bamboo fabric technology, D2C channel mix, and parent-focused design aesthetic.
• Kyte Baby: US-based organic baby sleepwear brand using bamboo fabric. Competes directly with MORI's signature sleepwear/sleepsuit range and serves the same eco-conscious parent segment in North America.
• aden + anais: Global baby brand specialising in muslin swaddles, sleepwear, and nursery textiles. Comparable on baby sleep/swaddle category overlap and multi-market D2C distribution including UK/US.
• Liewood: Nordic children's brand selling organic baby textiles, toys, and accessories. Comparable on curated multi-category assortment (textiles + toys + nursery), sustainable materials positioning, and design-led aesthetic.
• Monica + Andy: US-based organic baby clothing and accessories brand with a strong gifting focus. Comparable on organic cotton positioning, gift-set merchandising, and direct-to-consumer parent customer base.
• Little Dutch: Dutch children's brand selling toys, nursery, and baby essentials with design-led aesthetic. Comparable as a curated multi-category kids brand carried within KIDLY/MORI's assortment and competing for similar parent customers.

Broad incumbents

• Joules: UK heritage lifestyle brand with a substantial kidswear range focused on countryside family apparel. A broader incumbent with multi-category positioning that overlaps with KIDLY/MORI's family-oriented kids and baby assortment in the UK.
• Carter's: Largest US baby and young children's apparel retailer. A broad incumbent in the same category with a wider price and product range, competing for the same parent customer across multiple price tiers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/babymoriofficial
• Xx.com/wearekidly
• Facebookfacebook.com/wearekidly

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 KIDLY