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.