Case Study: MORI achieves rapid international growth and seamless fulfillment with Shopify Plus

Why Two Guys With No Kids Started a Luxury Baby Essentials Brand Moms Are Raving About

MORI is a U.K. luxury baby essentials brand founded by Cam Miller and Akin Onal that creates bamboo-organic cotton basics designed for delicate baby skin. Facing rapid international demand while insisting on high product quality, sustainable materials, and personalized fulfillment, MORI needed a scalable commerce platform and trusted logistics partners to grow without compromising the customer experience — so the company upgraded to Shopify Plus.

Using Shopify Plus as its high-volume commerce platform and integrating the store with a third‑party logistics partner, MORI automated storefront operations, monitored fulfillment in real time, and preserved its luxury unboxing standards. The Shopify Plus implementation supported nearly 30% month‑over‑month growth since 2016, with half of revenue from repeat customers and gifters, 20% of sales outside the U.K., repeat purchasers buying 15–20 times, and returns held to just 1–2%, while enabling sustainability initiatives like The Kindness Project.

MORI

Cam Miller

MORI