Mori Grows Aggressively by Acquiring Premium Changing Bag Brands Storksak and Babymel

Mori, the UK-based baby- and childrenswear brand renowned for its commitment to quality and sustainability, has significantly expanded its portfolio with the acquisition of premium baby-changing-bag specialist Storksak. This strategic move also includes Storksak's sister brand, Babymel, a prominent operator in the changing bag market, thereby granting Mori access to a broader and previously untapped consumer base. The acquisition underscores Mori's aggressive growth strategy, aiming to solidify its presence in both the UK and US markets.

This latest acquisition is a pivotal step in Mori’s ambitious vision to establish itself as a leading and most-loved brand within the parenting and childrenswear sector. Akin Onal, Mori founder and CEO, highlighted the natural alignment between the brands, stating, “Our shared values of quality, timeless design, and supporting parents made this a natural alignment.” He further emphasized that this acquisition builds upon the momentum from their earlier purchase of childrenswear retailer Kidly in April, which similarly reinforced Mori's mission to introduce design-led products that cater to families at every stage of their parenting journey.

The integration of these "category-defining names" is expected to accelerate Mori’s growth trajectory. The company plans a multi-faceted expansion strategy, beginning with enhanced digital outreach in the UK, followed by continued scaling in the robust US market. Beyond digital, Mori intends to broaden its reach into physical retail and wholesale channels. This comprehensive approach is designed to strengthen its product offering, broaden its customer base, and ultimately deliver even greater value to families.

This strategic expansion aligns with Mori’s impressive momentum heading into 2025, a year that will mark the brand’s 10th anniversary. Mori currently operates through a diverse sales model, encompassing direct-to-consumer (D2C), wholesale partnerships, and a growing physical retail footprint. The brand boasts a flagship store in Battersea, alongside popular locations in Notting Hill and Westfield London. Reinforcing its retail presence, Mori opened its latest London store in Hampstead in August, providing more families with the opportunity to experience the brand firsthand.

Mori’s products are also widely available through leading retailers in the UK, including Next, M&S, John Lewis, and Harrods. In the US, the brand has successfully penetrated the market through esteemed department stores such as Bloomingdale’s and Nordstrom, further showcasing its strong brand recognition and appeal across international borders.