MORI Acquires KIDLY Brand from Administrators

MORI, a company specializing in ethical sleepwear for babies and young children, has successfully acquired the KIDLY brand from administrators. The acquisition allows MORI to enhance its product offerings, as KIDLY will now be exclusively available through the babymori website. The strategic move is expected to bolster MORI's market presence by integrating the KIDLY brand into its operations and expanding exposure through physical stores. Additionally, MORI has partnerships with major retail platforms like Next and M&S, indicating a wider distribution network for its enhanced portfolio. Key members of the KIDLY team, including former managing director Janette Delaney, will join MORI's headquarters to facilitate the brand's integration and growth under new ownership. KIDLY was founded by James Hart in 2015, a well-known figure in the fashion industry, notably as the first employee at ASOS, where he served as a director until 2014.