babymori.com
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MORI: The Sleepwear Giant You've Never Heard Of
A $8.9M/year sleepwear brand dominating the UK market with 46% direct traffic.
In a crowded baby clothing market, MORI has carved out a lucrative niche by selling premium, sustainable sleepwear to parents who value comfort over everything else. With $8.9M in revenue and a cult-like following, they aren't just selling clothes; they're selling better sleep.
"MORI isn't competing on price; they're competing on fabric. Organic cotton and bamboo blends have become their defensible moat."
The Direct-to-Parent Playbook
With 46% direct traffic, MORI has mastered brand recall. Parents don't stumble upon MORI via Google; they type the URL directly. This indicates a powerful repeat purchase cycle and a brand that lives in the minds of its customers, not just search results.
The Trust Economy
In the baby industry, trust is currency. With 6,697 Trustpilot reviews and a 4.4/5 rating, MORI has leveraged social proof to offset the premium price point. They aren't just selling to first-time parents; they are selling to a community that validates the purchase for new parents.
The brand's tech stack reveals a modern DTC approach. They leverage Tailwind CSS, jQuery, and Slick for a custom, high-converting storefront. While they use standard e-commerce tools, their integration of PWA (Progressive Web App) hints at a mobile-first strategy, crucial for busy parents browsing late at night.
- Niche Dominance: They own the 'organic sleepwear' category in the UK, pushing out generic competitors.
- High Intent Brand Traffic: 'Mori' alone drives 32K monthly searches, showing high brand equity.
- Sustainability as a Hook: Unlike fast fashion, they use organic cotton/bamboo as a core value proposition, justifying higher margins.
The Verdict: A Quiet Powerhouse
MORI proves that in a saturated market, owning a specific need (sleep) with superior materials is a billion-dollar strategy.
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https://cdn.shopify.com/s/files/1/0672/6617/files/MORI_logo_grey_336a99b8-f02d-4163-a275-5238f18e9fee.png?v=1632725372
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Sleepsuit & Pyjamas | Sustainable Baby & Kids Clothes | MORI UK
Discover MORI’s soft, sustainable sleepwear made from organic cotton & bamboo. Shop cosy baby & kids' pyjamas, sleeping bags, and bodysuits designed for comfort & style.
Sleepsuit & Pyjamas | Sustainable Baby & Kids Clothes | MORI
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Reviews (20)
Great customer service
Great customer service
Great quality items
Great quality items Very good quality and fair value given how good they are. Also had a minor issue with delivery, but the team responded quickly and in a helpful and professional manner- I would happily shop here again and plan to!
Hi A, Thank you so much for sharing your feedback with us. We’re really glad to hear you’re enjoying the quality of your items, it means a great deal to our team. I’m also pleased we were able to resolve the delivery hiccup quickly and keep things easy on your side. We’d love to welcome you back whenever you’re ready for more essentials. All the best, MORI Customer Care
Kathleen was a great help after I…
Kathleen was a great help after I ordered the wrong size in error. She got back to me really quickly, and resolved the issue before delivery which I really appreciate. The excellent customer service would encourage me to continue shopping with Mori.
Hi Gillian, Thank you so much for taking the time to share this, it means a lot to us. We’re delighted to hear that Kathleen was able to step in quickly and get everything sorted before your order was dispatched. Making things easy and stress‑free for our customers is exactly what we aim for, so knowing this experience would encourage you to shop with MORI again truly makes our day. Warmest wishes, The MORI Customer Care Team
Great products and excellent customer…
Great products and excellent customer care
Hi Jordan, Thank you so much for taking the time to share such a kind review. It truly means a lot to us to hear that you’re enjoying our products and that you’ve had an excellent experience with our customer care team. We put so much love into everything we do, and feedback like yours reminds us why it matters. If there’s ever anything we can support you with, we’re always here. Warmest wishes, The MORI Customer Care Team
Excellent clothes and customer service
Ordered clothes for my little grandsons, beautiful quality and prompt delivery. On my second order I made a mistake with the sizing, this was amended quickly, communication was excellent, I will definitely recommend and order again in future
Hi Karen, Thank you so much for sharing this lovely feedback. We’re delighted to hear your grandsons’ clothes arrived quickly and that you’re happy with the quality. I’m also really glad we could fix the sizing mistake without any hassle, clear, helpful communication is something we care deeply about. It means a lot that you’d recommend us, and we’d be honoured to support you again in the future. Warmest wishes, The MORI Customer Care Team
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About babymori.com
Discover MORI’s soft, sustainable sleepwear made from organic cotton & bamboo. Shop cosy baby & kids' pyjamas, sleeping bags, and bodysuits designed for comfort & style.
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Technology Stack
babymori.com uses 32 technologies across their website including Adobe Fonts, Google Fonts, hCaptcha, HSTS, Sentry, and more.
Fonts
Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
Programming Languages
PHP
CMS
Contentful
Cloud & Hosting
AWS CloudFront, Cloudflare
Traffic & Audience
babymori.com receives approximately 459.5K monthly visitors and ranks #92,013 globally. The website has a bounce rate of 50% with visitors viewing an average of 3.7 pages per visit. Users spend an average of 1:36 on the site.
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