Mori acquires Kidly in move to accelerate growth
Mori, the baby and children’s clothing brand, has acquired the Kidly childrenswear retailer.
In a statement, Mori said the move will enable it to extend its reach into the preschool category and therefore a wider age group.
Kidly is known for its own-range Kidly Label and particularly its bestselling jelly shoes. Its product range includes footwear, daywear, outerwear, swimwear and mealtime essentials for children aged two to five.
Akin Onal, founder and chief executive of Mori said: “Kidly built something special with its brand and customer community.
Never Miss a Retail Update!“Their commitment to beautifully-designed, functional products and their strong connection with parents of pre-schoolers 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.
As part of the transition to new ownership, 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.
Founded by Onal in 2015. Mori operates across D2C, retail and wholesale and also has stores in Battersea, Notting Hill and Westfield London. With additional openings planned in 2025, the brand also partners with retailers such as Next, M&S, John Lewis and Harrods in the UK and Nordstrom and Bloomingdale’s in the US.
Customers of both brands are now able to shop the rebranded Kidly by Mori range exclusively at babymori.com
Onal added: “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.”
