British baby and childrenswear brand, MORI, has teamed up with pre-loved childrenswear platform, Littleloop, to offer customers convenient and easy ways to resell items from its MORI and KIDLY brands online.

The partnership comes as demand for resale grows and more customers look to shop second-hand. MORI’s own research shows that 43% now buy baby and children’s clothing second-hand, up +28 percentage points year-on-year.

Giving outgrown kids’ clothing a longer life, the MORI x Littleloop tie-up enables parents to trade in eligible pieces via a dedicated pre-loved page online. Littleloop will then manage product photos and imagery, listings, sales and shipping, with customers receiving credit, which can be spent with MORI and Littleloop online, once their items have been processed.

“We’re incredibly proud of the quality of our products and it’s wonderful to see MORI pieces being worn, passed on and loved by more than one child,” said Amie Flynn, Head of Buying & Product Design at MORI. 

“Partnering with Littleloop is a natural next step, making it even easier for families to give their outgrown MORI and KIDLY by MORI pieces a longer life in a way that feels simple, useful and true to our values.”

“MORI has always understood that the quality you put into a product doesn’t end at the point of sale,” said Charlotte Morley, Founder & CEO of Littleloop. “Their fabrics are designed to last – and that’s exactly the kind of brand circularity works hardest for.

“When a garment is built to go the distance, giving it a second life isn’t a compromise, it’s an extension of the original promise to the customer. We’re proud to be powering MORI’s takeback scheme and helping ensure that every piece they make stays in use, and in love, for as long as possible,” Morley added.

Littleloop already works with leading childrenswear brands, including JoJo Maman Bébé, on pre-loved and exchange programmes, helping boost retailers’ circular offerings to support more sustainable consumption, as is eying extending its offering into adult resale this year.