Case Study: MORI (luxury baby essentials brand) achieves rapid international growth and seamless luxury fulfillment with Shopify Plus (Shopify)

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

MORI is a U.K. baby-wear brand founded by two former bankers who, after struggling to find high-quality, safe essentials for their new nieces and nephews, set out to create breathable, sustainably made basics parents would actually use. The founders leaned on mothers for product design and research and faced the twin challenges of scaling internationally while preserving product quality, careful packaging, and a luxury customer experience.

They developed a bamboo–organic cotton blend, hired mothers as designers, ran focus groups, and upgraded to Shopify Plus, using the Shopify API to connect with a trusted 3PL so they could scale fulfillment without sacrificing quality. The results: nearly 30% month-over-month growth since 2016, half of revenue from repeat customers and gifters, 20% of sales outside the U.K., returns of just 1–2%, and a new Kindness Project to recycle outgrown garments for babies in need.

MORI

Akin Onal

MORI