The strategic integration of Kidly into the Mori ecosystem has enabled the London-based retailer to transcend the saturated infant sleepwear category, specifically targeting the higher-margin ‘big kid’ demographic. As the brand enters its second decade, it is successfully deploying a multi-category daywear and swimwear range designed for children up to age eight. This transition addresses a critical gap in the US retail landscape, where eco-conscious parents increasingly seek ‘investment dressing’ - high-durability garments that withstand the rigors of active childhood while maintaining the softness of infant apparel. By broadening its SKU count beyond bedtime essentials, Mori is effectively extending the customer lifecycle, ensuring that brand loyalty established at birth persists through the early school years.
Wholesale momentum and operational scalability
Financial performance for FY25 underscores a robust expansion trajectory, with a 17 per cent revenue increase to £16.1 million and a substantial 160 per cent rise in EBITDA. This fiscal strength has facilitated a high-profile wholesale offensive, placing Mori and Kidly collections in premier retail institutions such as Nordstrom and Bloomingdale’s. This omnichannel approach provides a necessary hedge against fluctuating digital marketing costs. Industry analysts suggest, by securing these premium shelf spaces, Mori is positioning itself to capture a significant portion of the projected growth in the $40 billion US children’s apparel sector. The launch of specialized daywear represents a concerted effort to scale North American operations, which currently serve as a primary engine for the brand’s global revenue growth.
Established in 2015, Mori specializes in sustainable children’s apparel crafted from signature bamboo and organic cotton blends. With a strong presence in the UK and North America, the brand is expanding into daywear and swimwear. FY25 saw revenues reach £16.1 million, supported by a 160 per cent EBITDA increase and key retail partnerships.
