The baby brand is planning to open store fronts, grow sales channels and accelerate its US expansion.
UK-based baby and toddler clothing brand, MORI, expects to see its US market grow to more than 50% of revenue within the year, and has reported that its business has remained profitable since 2020.
MORI has also recently secured further investment of £2.5m into the business from existing investors, enabling it to invest in broadening brand awareness in the UK and US, product development, retail expansion and growing its sales channels.
MORI’s purpose is empowering families to sleep better, and as such, the brand hosts a range of celebrity fans, including Kim Kardashian, Zoe Sugg and Molly Mae Hague. To date the company has sold over half a million sleepsuits, and 110,000 sleeping bags to 275,000 loyal customers worldwide.
MORI opened its flagship store on Battersea’s Northcote Road in 2019 and the store has experienced 46% year-on-year growth in the period from January to April 2023. The brand is actively looking for the next locations to create physical brand touch points.
Currently stocked in over 120 stores in more than 30 countries, MORI’s stockists include Harrods and Harvey Nichols in the UK, Takashimaya in Singapore, and Sprout and Babylist.com in the UK.
The brand recently appointed Simon Dowling as its first commercial director. Dowling, is set to lead the next phase of wholesale growth, building relationships with retail partners, leading the acquisition of new partners, and the expansion of MORI’s sales channels, including online marketplaces. He will report directly to founder and ceo Akin Onal. Simon joins following senior commercial roles in Crew Clothing, Frugi, White Stuff and Joules.
Akin Onal, founder and ceo of MORI, said: “Over the last eight years we have built a brand that parents-to-be and parents connect deeply with. Having grown from a driven start-up to a disruptive scale up business I am excited for MORI’s next stage of growth and we remain dedicated to building a sustainable brand loved and trusted by parents globally.
“I am delighted to welcome Simon to our brand, his experience and hunger for commercial growth means he is a fantastic addition to our executive team and with his support we are going to expand our wholesale channel beyond select luxury stores, like Harrods, both in the UK and abroad.”
