Mori, a British baby and children's clothing brand, has acquired Kidly, another British children's clothing retailer. This acquisition marks Mori's first and is part of its growth strategy within and outside the UK.
Kidly will be rebranded as Kidly by Mori and will be exclusively sold through Mori's e-commerce platform. Kidly's managing director, Janette Delaney, will join the Mori team. The acquisition expands Mori's presence in the preschool category and reflects its broader strategy to support and acquire promising children's brands facing financial difficulties, particularly in the UK and US.
Mori's chairman, Justin Stead, highlighted that this acquisition reinforces the company's strategy of expanding its brand and product offerings through strategic partnerships. Mori operates through direct-to-consumer (D2C), retail, and wholesale channels and plans to open a fourth physical store this month, with further expansion in 2025.
Mori aims to become a leading global brand for baby and children's clothing.
Baby and childrenswear brand Mori has made its first acquisition. The company has snapped up fellow British children’s clothing retailer Kidly as it continues to pursue growth both in and beyond the UK.
By bringing the two brands together, Mori said it is moving closer to becoming “one of the best-loved baby and children’s brands globally”. Kidly, which will be rebranded to Kidly by Mori, is now exclusively available to shop via Mori’s e-commerce site. In turn, Kidly’s former managing director, Janette Delaney, will join the Mori team to support the integration.
For Mori, meanwhile, the acquisition provides further expansion into the preschool category, as well as signalling a broader strategic ambition: “to support high-potential children’s brands in both the UK and US that may be facing financial challenges”. The company thus noted that it was “actively exploring further opportunities to partner with or acquire complementary businesses in the baby and kids space”.
In a release, chairman of Mori, Justin Stead, said: “This acquisition doubles down on Mori’s strategy to expand both our brand and product offering through exceptional partnerships that help us reach new audiences and communities around the world. Our five strategic pillars are clearly working, as reflected in the continued success of the business — and we believe this acquisition will further accelerate both sales and profitability over the next two years. Akin [Onal, founder and CEO of Mori] and the Mori team continue to execute a clear and disciplined strategy with impressive focus and impact.”
Mori, which celebrates its 10th anniversary this year, currently operates across D2C, retail and wholesale, and is planning to open its fourth physical store in the UK this month, with further locations planned throughout 2025.
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