Premium UK Baby Brand Comes Across the Pond

MORI Ecru Ribbed Sleepsuit

Founded in 2015, MORI quickly developed a following from famous parents including Kourtney Kardashian, Hilary Swank, and Shay Mitchell. Its Clever Zip Baby Pajamas and Clever Sleep Sack promise better sleep, garnering the brand a cult following among gifters and sleep-deprived parents alike. Following a £2.5m boost from investors in 2023, the brand has recently announced it will expand its retail footprint in the U.S. Earlier this year, MORI announced a partnership with Nordstrom, and now the brand is planning launches with names like Bloomingdale’s, Saks, and Neiman Marcus.

“Expanding into the U.S. has been a top goal for us in 2024, and partnering with esteemed retailers is a significant step in realizing that vision,” offers Akin Onal, founder and CEO of Baby MORI. “We are thrilled to introduce more American families to our premium, sustainable, and comfortable baby wear.” The brand uses organic cotton and bamboo viscose and employs ethical manufacturing practices plus eco-friendly packaging.