Sustainable babywear brand MORI has set its sights on high street expansion with the opening of a pop-up shop in London’s Notting Hill this October and a new permanent store in Westfield London this November.
London-based baby brand MORI was founded in 2015 and has gained a dedicated following amongst parents, celebrities and influencers. The London stores will showcase MORI’s multi-award-winning, super-soft organic cotton and bamboo sleepwear, daywear and accessories for children aged 0–6, all designed to be gentle on delicate skin. In addition to the bestselling collections, the stores will carry products from the MORI Friends range, a curated collection of trusted brands loved by parents, to ensure families and gifters can find everything they need for little ones, all under one roof.
The new store openings follow the recent reopening of the brand’s flagship store in Northcote Road, Battersea, which underwent a full refurbishment in collaboration with Nick Short at ShortCreative. Using sustainable materials, alongside a welcoming soft pea green aesthetic, the design aims to complement MORI’s ranges and will be seen within the new Westfield London location, offering a unified shopping experience for customers.
MORI founder Akin Onal commented: “Seeing our evolving brand come to life in this new store concept has been an incredible experience. I am very excited about our new Westfield London and Notting Hill stores, as they sit perfectly alongside our popular flagship store in Battersea. As we approach our tenth anniversary, these store openings represent a significant milestone in our journey and are only the beginning of our brick-and-mortar expansion.”
In a further extension of its brand presence, MORI also took over the window display of the Baby Layette department at Harrods throughout October. This November, its Peppa Pig by MORI collection will be launching within the world’s first standalone Peppa Pig store at Battersea Power Station.
