MORI
MORI is a British online-first baby and childrenswear brand founded by Akin Onal in 2015. It makes sleepwear, clothing and essentials from a signature bamboo and organic cotton blend.
| Founded | 2015 |
|---|---|
| Founder | Akin Onal |
| Signature fabric | Bamboo and organic cotton |
| Age range | 0 to 8 years |
| Best known product | Clever Sleeping Bag |
| Website | babymori.com |
What is MORI?
MORI is a baby and children's clothing brand from the United Kingdom, founded in 2015 by Akin Onal, its founder and chief executive. He started the company after seeing a gap for an online-first baby brand using fabric gentle enough for sensitive skin, drawing on his family's background in textiles.
Products and positioning
The brand is built around a signature blend of bamboo and organic cotton, which it describes as soft and temperature regulating. Sleepwear is the core category, with the award-winning Clever Sleeping Bag and Clever Zip Sleepsuit among its bestsellers. The range covers babies from birth to two years and children up to eight:
- Sleepsuits, sleeping bags, pyjamas and bodysuits
- Daywear, knitwear, swimwear and coats
- Trainers, wellies, hats and blankets
- Nursery, bathtime and mealtime products under KIDLY by MORI
Distribution
MORI sells mainly through its own websites, with storefronts for the UK, the United States, Europe and the rest of the world. It also works with stockists and runs an affiliate programme.
Why it matters
MORI is a clear example of a digital-native childrenswear label that has grown from a fabric-led proposition into a broad baby essentials range sold across several international markets.
Frequently asked questions
Who founded MORI?
MORI was founded in 2015 by Akin Onal, who remains its chief executive.
What is MORI clothing made of?
MORI uses a signature blend of bamboo and organic cotton, chosen for softness and temperature regulation.