As three men without a baby, Cameron Miller, Chip Gasser and Akin Onal make unlikely mumpreneurs but they’ve recently launched MORI, the world’s first baby clothing subscription service.
The trio left jobs in the City (Akin and Cameron were at JP Morgan and Chip at Forbes) to set up the brand, spending the past 18 months engrossed in the finer details of baby gros, muslins and blankets. They are now authorities on the pros and cons of poppers, buttons and zips and the benefits of bamboo and cotton mix over pure cotton for newborn clothing.
MORI derives from the Japanese word for forest and is a nod to the purity of nature. Every six weeks – just when a growing baby enters a new development phase – MORI sends out a parcel of essentials in a neutral colour palette.
*** STOP PRESS *** MORI is offering Mumfidential.com readers 10 per cent off all products
The body suits, sleep suits, bibs and blankets are stylish and uncomplicated: no frills, no lace; a cross between Scandinavian and Japanese simplicity.
Much of MORI’s range is made from ultra-soft bamboo fibre, a fast-growing sustainable crop, which uses far less water to produce than cotton farming. Each package includes five must-have items; as seasons change, so does the fabric thickness, sleeve-lengths and necklines.
“We’re all doting uncles and godfathers who struggled to know where to start when it came to baby clothes,” says Cameron, who is a keen kite-boarder and surfer. “We noticed first-hand the frustrations that our sisters and friends were having in sourcing high-quality essentials, at a reasonable price, without a lot of hassle and trips to the high street.”
The subscription service costs from £42 every six weeks and parcels fit neatly through a letter box with no signature required. You don’t have to subscribe to MORI to buy the clothes, though. They’re also available in packages containing five must-have items costing from £55.
“Babygifting is no longer about another cuddly toy, a pink dress or a blue sweater but something they can actually use and that helps them,” Cameron adds.
Available exclusively online at babymori.com
MORI is offering Mumfidential.com readers 10 per cent off all products (including the subscription service) until the end of July.
Simply enter “MORIMumfidential” when placing your order.