Kidswear specialist Mori acquires Storksak and Babymel

UK-based acquisition-hungry baby- and childrenswear business Mori has bought premium baby-changing-bag specialist Storksak as the brand aims to expand in the UK and in the US.

Importantly, the buy comes with its sister brand Babymel, a specialist market operator, giving the new owner access to a wider untapped audience.

The earlier acquisition of childenswear retailer Kidly (in April) also “reinforced [our] mission, introducing design-led products that support families through every stage of their parenting journey”. 

This latest strategic acquisition “brings together two category-defining names in the baby and kids’ market, as well as marking a significant milestone in Mori’s vision to become one of the leading and most-loved brands in the parenting and childrenswear space”, said Mori founder and CEO Akin Onal.

“Our shared values of quality, timeless design, and supporting parents made this an natural alignment. This acquisition builds on the momentum from our Kidly acquisition earlier this year and represents another step in Mori’s long-term mission to support families through quality, sustainable products.”

It added that “uniting two well-loved family brands allows us to accelerate our growth, starting with digital expansion in the UK, continuing to scale in the US market , and extending into physical retail and wholesale. We see a huge potential to broaden our reach, strengthen our product offering and deliver even more value to our customers.”

The acquisition builds on Mori’s momentum in 2025, a year that marks the brand’s 10th anniversary. Mori currently operates across D2C, wholesale and retail, with a flagship store in Battersea and additional locations in Notting Hill and Westfield London. 

Mori’s latest London store opened in August in Hampstead, “further strengthening its retail footprint, giving more families the chance to experience the brand in person”. 

The brand’s also stocked with Next, M&S, John Lewis and Harrods in the UK and Bloomingdale’s and Nordstrom in the US.