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Business Design Centre, London


13 January 2016

Ginnie Chadwyck-Healey meets MORI

MORI is a truly unique babywear brand, in more ways than one. Firstly, there's the story of its launch; friends Cameron Miller, Chip Gasser and Akin Onal left jobs in the city to found the label, after seeing their sisters and friends struggle to source high-quality baby essentials. Then there's its unique mail-order service, which gives parents the option to receive a new package of baby-basics every six weeks. And finally, there's the product itself - high-quality bamboo-cotton-mix clothing, blankets and accessories, which can be handed down from sibling-to-sibling. 

Ahead of MORI's debut at Bubble, we asked Ginnie Chadwyck-Healey, executive retail editor of British Vogue, to catch up with Akin...

Akin, congratulations on the launch of MORI and your first appearance at Bubble! For those who don't know the brand, what kind of customer is it for?

While MORI appeals to all parents, most of our customers are active mothers and fathers who love to create their own style and seek out the best quality products for their little ones - all without spending a fortune. We take the everyday basics babies spend the majority of their time in and recreate them in the highest quality possible. Our gender-neutral garments are long-lasting, and can be passed from one sibling to another.

By upgrading basics to higher quality essentials, all of our products also appeal greatly to gifters looking for that thoughtful and practical gift that style conscious parents will both need and love.


What made you want to participate in Bubble?

We have been working on an innovative fabric for the last few months, and have developed a babywear collection based on this unique material. The fabric uses bamboo and organic cotton to create two thin layers, which are fused together during knitting. It is not only incredibly soft, but also helps regulate baby’s temperature - and lasts for many washes with minimal shrinkage.

With MORI now expanding into retail, we thought there would be no better place to debut this new collection than at Bubble. The show is held in very high regard by buyers and members of the press, and has a great mix of premium children’s brands - so we feel MORI’s luxury essentials are very well positioned here.

MORI focuses on essentials and a smart subscription service that your brand prides itself on - how will you get this across at Bubble amidst the sea of other brands showing?

We believe we'll offer visitors to Bubble a unique alternative to existing products, by putting beautifully made baby essentials firmly at the top of a buyer’s agenda. We are challenging traditional retailers by upgrading baby basics, and have taken into account that these fabrics are in direct contact with a baby’s skin.

Each MORI product also comes in beautiful and practical package that fits through 90% UK letterboxes. These tissue lined parcels, which are made from recyclable paper and free from harsh glues, form the basis of our subscription service and will be on display for visitors.

What are the key accomplishments MORI hopes to take away from its first appearance at Bubble?

With babymori.com having been the driver of our success in 2015, we feel Bubble is an excellent opportunity for members of the broader industry to discover the brand - and feel for themselves the great quality of our essentials.

We also hope to establish strong, long-term relationships with parents, members of the press, and a few carefully-chosen distribution partners. 

What’s in the pipeline for 2016? Can you tell us more about any new products?

The team at MORI is very excited for the coming year, as we are greatly expanding our product range and branching out into essential separates - adding a fantastic new range of leggings, yoga trousers and t-shirts, as well as essential sleeping bags. The bulk of MORI’s new range is crafted from our own double-layer, ultra-soft and durable bamboo and organic cotton fabric.

Other recent additions to the family include beautifully made blankets and booties crafted from 100% fine Mongolian cashmere. We have also been exploring new colours while keeping to our Scandi and Japanese aesthetic. Our plan is to keep growing and expanding our product range while offering great quality and design for must-have essential baby products.

Catch MORI at Bubble London this season...

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