Why bricks-and-mortar is now key for our digital-first brand, by Akin Oral, founder of kidswear company, MORI

 “After launching MORI a decade ago as an online baby sleepwear brand, people often ask why – in an increasingly digital world – we’re doubling down on physical retail, with a fourth store opening this summer and five more planned by the end of the year. 

The answer is simple: trust. Customers are making emotional, long-term purchases for their children, and few things build that trust better than in-real-life experiences.

We opened our first store in Battersea in 2019 with that in mind. But the timing was tough: Covid hit just four months later. Still, sales in the Clapham postcode (our store’s area) became our number one spot. Even closed, the store created local demand.

Once restrictions were lifted, we hosted sleep expert talks, Christmas craft sessions, and sensory playdates. Immersive experience helped our retail stores become our most profitable channel, delivering significantly higher margins than any other part of the business.

Yes, physical retail adds complexity. Stock forecasting becomes trickier. For us, focusing on continuity pieces helps manage that. What matters more is who you put in your stores – your team will make or break the experience.

My advice to other founders is: don’t be scared of physical space. It’s not outdated, it’s under-innovated. Get granular with your location data, iterate your store format like you would a website, and listen hard to what your customers say in-store as their insights will be richer than any web analytics dashboard. No digital channel can fully replicate that.”

Read more about MORI via their website and read more of our scaleup stories here.

Founder of MORI - Akin Oral