MORI, which specialises in ethical sleepwear for babies and young children, has acquired the KIDLY brand from administrators. The KIDLY brand will now be exclusively available via the babymori website. MORI is also planning to open further stores in which the KIDLY brand will gain exposure. It also has trading relationships with Next, M&S and other retailer-owned marketplaces.
A number of the KIDLY staff, including Janette Delaney, its former managing director, are moving to the MORI HQ and will support the integration and development of KIDLY under its new ownership.
KIDLY was founded by James Hart in 2015. Hart was, famously, the first employee at ASOS, leaving the online fashion pioneer as a director in 2014.
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