UK kids’ sleepwear specialist Mori has acquired Kidly, the online lifestyle brand for 0-5s. It’s Mori’s first-ever acquisition and is aimed at strengthening its foothold in the pre-school category and fast-tracking omnichannel growth across the UK and US.
It also reflects its wider strategy to “grow brand reach, support complementary children’s businesses, and build resilience amid shifting global trade conditions — particularly as the brand continues to grow in the US, where 40% of Mori’s customer base is now located”.
Kidly offers sustainable clothing, homewares and toys alongside a curated edit of “unique” third-party kids’ brands.
Mori, which is currently celebrating its 10-year anniversary, has built a strong customer base in the UK and a rapidly growing following in the US where the brand is stocked by big names including Nordstrom and Bloomingdale’s. That means plenty of potential to grow Kidly fast.
Kidly by Mori isn’t yet available to US customers, but the brand confirmed that it’s targeting a 2025 launch for the US market, alongside plans to open physical retail stores in the US in the “near future”.
It comes after Mori itself has been extending its offer with this year having seen a new collection of pyjamas for toddlers and children up to eight years featuring “bolder, more playful prints” made from the brand’s signature supersoft modal fabric.
Akin Onal, Mori’s founder and CEO, said it’s a “defining moment” for the business with Kidly having “built a brilliant brand and product line that perfectly complements our mission. This acquisition strengthens our long-term strategy and signals our intent to scale globally, especially in the US”.
It also said that with Mori’s production largely based in Turkey, a country that currently benefits from US preferred trade status, it gives the brand a competitive edge as the majority of the baby clothes in the US are manufactured in China. It shouldn’t have to increase prices for US customers based on recent tariff changes.
The company added that the acquisition “signals a broader strategic ambition: to support high-potential children’s brands in both the UK and US that may be facing financial challenges. 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. Mori is actively exploring further opportunities to partner with or acquire complementary businesses in the baby and kids space, especially those navigating today’s challenging retail climate”.
Copyright © 2025 FashionNetwork.com All rights reserved.
