Baby and kidswear brand Mori heads to Chiswick for fourth London store

Baby and childrenswear brand Mori is set to open its fourth London store on Turnham Green Terrace in Chiswick on 3 October 2026.

Continuing its investment in the high street, the new Chiswick store, which will be Mori’s largest to date, will add to its existing London locations in Notting Hill, Hampstead and Battersea, forming part of the brand’s wider strategy to grow its presence across retail, wholesale and international markets.

In its 10th anniversary year, Mori acquired British childrenswear and lifestyle brand Kidly in April 2025 and changing bag and accessories business Storksak in September 2025, which included its more accessible sister label, Babymel, also offering baby changing bags, backpacks and stroller organisers.

The acquisitions have broadened Mori’s family offering, with Kidly by Mori bringing its distinctive playful design across both childrenswear and footwear.

International expansion has also become an important part of Mori’s growth strategy. Alongside its direct-to-consumer (DTC) business, it is stocked by major retail partners including John Lewis and NEXT in the UK, and Nordstrom and Bloomingdale’s in the US.

In September, the business also launched Storksak and Babymel in the US, reintroducing the established British brands to a wider North American audience. The launch builds on Mori’s growing US presence across both DTC and wholesale channels.

As Mori continues to grow across categories and markets, physical retail remains an important part of its next phase of expansion, seen as a way to
build stronger, longer-term connections with families.

Customer research conducted by Mori earlier this year found strong appetite for a greater physical presence, with 87% of customers in the UK surveyed saying they would be interested in visiting a Mori store if there was one near them.

Mori’s research also found that 37% of UK customers named visiting shops as one of their top three sources of inspiration for their next baby and toddler clothing purchase, increasing year-on-year.

Akin Onal, founder and CEO of Mori, said: “Opening Chiswick is an exciting milestone for Mori and another step in how the business has evolved over the last decade.

“We’ve always been thoughtful about where we open and we do a lot of research. We want our stores to sit naturally within neighbourhoods where families are already spending their time, and to become places customers enjoy coming back to. Chiswick is a very strong fit for Mori.”
“We’ve grown from an online-only baby sleepwear brand into a broader platform for our families. It’s exciting to see our retail expansion strategy continue to take shape.

“Stores give new customers the opportunity to experience the full Mori ‘universe’ and what makes us different first-hand, from the softness of our fabrics to the thoughtful functionality built into our products.

“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.”

The new Chiswick store will bring together Mori’s bestselling sleepwear, daywear and everyday essentials alongside a growing selection from Kidly by Mori, giving customers the opportunity to shop a broader range of products for babies and children in one place.