Kidswear brand Mori opens fourth London store

Mori is set to open its fourth London store in Chiswick as the baby and childrenswear brand continues to expand its physical retail presence, brand portfolio and international reach.

“Against a backdrop of continued pressure on UK high streets,” Mori said it’s continuing its investment in physical retail, arriving on Turnham Green Terrace on 3 October.

The west London location will be the brand’s largest store to date, marking the latest step in the brand’s growing bricks-and-mortar presence across the capital, alongside stores in Battersea, Notting Hill and Hampstead.

The opening forms part of Mori’s wider strategy to grow its presence across retail, wholesale and international markets. Following its 10th anniversary year in 2025, Mori acquired British childrenswear and lifestyle brand Kidly and British changing bag and accessories business Storksak with both brands launched in the US last month.

Alongside its direct-to-consumer business, the brand’s stocked by major retail partners including John Lewis and Next in the UK, and Nordstrom and Bloomingdale’s in the US.

Mori said its next phase of expansion is based on its own customer research that found a “strong appetite for a greater physical [store] presence,” with 87% of London customers saying they would be interested in visiting a Mori store if there was one near them.” The research also found that 37% named visiting stores “as one of their top three sources of inspiration for their next baby and toddler clothing purchase, increasing year on year.”

Mori founder and CEO Akin Onal said: “We’ve grown from an online-only baby sleepwear brand into a broader platform for our families. Stores give new customers the opportunity to experience the full Mori-universe and what makes us different first-hand.

“We also see that customers who discover Mori through our stores become really strong repeat customers and they continue to shop both in our stores and online, which makes physical retail incredibly valuable for us.”