A UK-based kids’ sleepwear specialist, Mori has acquired online lifestyle brand, Kidly. This acquisition helps Mori strengthen its foothold in the pre-school category and fast-track omnichannel growth across the UK and US.
Kidly offers sustainable clothing, homewares and toys alongside a curated edit of “unique” third-party kids’ brands. Currently unavailable in the US, the brand plans to make its debut in this market in 2025, alongside opening physical retail stores in the country in future.
Currently celebrating its 10th anniversary, Mori is also rapidly growing in the US where the brand is stocked by big names including Nordstorm and Bloomindale’s. This year, the brand has been extending its offerings with a new collection of pyjamas for toddlers and children up to 8 years featuring ‘bolder, more playful prints’ made from the brand’s signature supersoft modal fabric.
Akin Onal, Founder and CEO, Mori, says, Kidly’s acquisition is a ‘defining moment’ for the brand as its product range perfectly complements Mori’s mission. This acquisition strengthens the brand’s long-term strategy and confirms its intent to scale globally, especially in the US, he adds.
The acquisition also “signals a broader strategic ambition to support high-potential children’s brands in both the UK and US that may be facing financial challenges,states Onal. By preserving brand equity, customer loyalty, and design integrity, Mori aims to provide a stable and values-aligned home for brands that still have so much to offer, he adds.
