KIDLY by MORI Coupon Codes & Deals

7 verified offers · Last checked 7 November 2026
Official-Site Verified — checked on babymori.com

If you used to shop at KIDLY, things look a bit different now — and that is actually good news. KIDLY is now part of MORI, so kidly.co.uk serves MORI’s baby and toddler clothing instead of running as a separate shop. The KIDLY Label has been relaunched as KIDLY by MORI, which means the same kind of soft, clever baby kit, now sitting alongside MORI’s own sleepwear, sleeping bags and daywear. We have checked MORI’s site ourselves on 7 November 2026 and pulled together every live deal below — and the sleepwear code SOFT50 was checked again live on 8 November. There is just one code to know, and the rest of the deals apply automatically, with no old rewards to worry about — just the offers that are actually running right now.

Best deal: the MORI Sleep Club. Members save 54% on bestselling sleepwear, which is the biggest cut on this page by a mile. It costs £14.90 a month if you pay annually (£178.80 for the year) or £17.90 a month if you would rather pay monthly, and it also throws in 20% off nearly everything else and free UK standard tracked delivery. If you buy sleepwear little and often, the maths starts to make sense pretty quickly.

Here are the latest KIDLY by MORI deals we have verified. Each one links straight through to the offer on babymori.com, so you can see the exact styles included before you spend anything. The sleepwear deal is the only one that needs a code — SOFT50 at checkout — the rest apply automatically.

About KIDLY by MORI

KIDLY started out as its own children’s retailer, and the KIDLY Label was its own-brand range of baby and kids’ clothing. That has now changed. KIDLY is part of MORI, the baby and toddler clothing brand, and kidly.co.uk now serves MORI content — if you head to the old KIDLY address, you will land on MORI’s site. The KIDLY Label has been relaunched as KIDLY by MORI, so the name lives on, but the shop behind it is MORI’s. What MORI sells is baby and toddler clothing built around sleep and everyday comfort: sleepsuits, pyjamas, bodysuits, sleeping bags in 0.5 to 2.5 TOG, multipacks, and changing bags and accessories from Storksak by MORI. A lot of the sleepwear is labelled organic cotton on the site, and the sleeping bags are the product the brand is probably best known for.

There are a couple of things worth knowing before you shop, because they catch people out. KIDLY Unlimited is not honoured by MORI, so do not expect old membership perks to carry over. And old kidly.co.uk orders and returns are not handled by MORI either — if you have a query about something you bought from KIDLY before the change, that is a separate matter. MORI ships in the UK only, which keeps things simple, and the deals on this page are the live ones we have checked on babymori.com. Nothing here comes from an old KIDLY offer that no longer exists.

How to save at KIDLY by MORI

The easiest saving is the multibuy habit. Buy any two sleeping bags and you get 15% off, and buy any four sleepsuits or pyjamas and you save 25% — both discounts are applied automatically at checkout, so you do not need to do anything clever. That makes them perfect for stocking up in the next size before you actually need it. The sleepwear deal is the one exception — that one needs code SOFT50 at checkout for buy one get one 50% off. Second, check the sale collections before you pay full price. MORI’s outlet runs at up to 50% off, and plenty of sleeping bags and sleepsuits are reduced — we found newborn and baby sleeping bags at 30% off, and Storksak changing bags at 20% off, all live on the site. Third, if your basket is hovering just under £75, it is worth topping it up, because delivery is free over £75 and £4.50 under it. And fourth, if you are buying sleepwear regularly, run the numbers on the Sleep Club. At 54% off bestselling sleepwear, plus 20% off nearly everything else and free delivery, it can pay for itself fast — but only if you actually use it, so do not join for a one-off buy.

How to use a KIDLY by MORI code

1. Pick a deal above and click through to babymori.com — each one opens the exact collection the offer applies to.
2. Add the qualifying items to your basket. For the multibuys, that is two sleeping bags or four sleepsuits or pyjamas; for the sale lines, the reduced price is already on the product. For the sleepwear deal, add two sleepsuits, pyjamas or sleeping bags and enter code SOFT50 at checkout — the second item is half price.
3. Check the discount is showing before you pay, then check out as normal. The multibuy discounts are applied automatically at checkout.

Eligibility & restrictions

Most of the deals here are open to everyone — you do not need to be a member or sign up to anything to use the sale prices or the multibuys. The one exception is the Sleep Club, which is a paid membership, so the 54% off bestselling sleepwear and the other member prices only apply while you are a member. The multibuy discounts cannot be used with any other promotion, which is MORI’s own wording on both the sleeping-bag and sleepsuit offers. Sale items have a shorter returns window than full-price ones — 14 days instead of 30 — so it is worth being sure about sizes before you buy into the outlet. And remember, KIDLY Unlimited is not honoured by MORI, so old KIDLY rewards and memberships do not count here.

Seasonal sales

MORI’s sale runs through the year, but the run-up to Christmas is a good time to look. The site is currently running its Ho-Ho-Holiday Sale at up to 40% off, alongside the outlet at up to 50% off, and there is up to 30% off big brands on sale too. The Christmas styles and the winter-weight 2.5 TOG sleeping bags are the ones to watch in November — they are the pieces that sell through first when the weather turns. After Christmas, the outlet is usually the best place to look for the deepest cuts, since that is where the previous season’s lines end up.

Shipping, payment & returns

MORI ships in the UK only. Standard delivery is £4.50 on orders under £75 and free over £75, sent by Evri tracked over 2 to 4 working days. If you are in a hurry, next working day delivery by Evri costs £6.95, as long as you order before the 2pm cut-off. Returns are free to exchange, and you have 30 days to return full-price items and 14 days for sale items. If you send something back by post, there is a £2.95 processing fee taken off your refund. Two little extras that are easy to miss: gift wrap starts at £5.95 and personalisation starts at £4.95, both handy if you are buying for someone else’s baby.

Frequently asked questions

Is KIDLY still a separate shop?

No. KIDLY is now part of MORI, kidly.co.uk serves MORI content, and the KIDLY Label has been relaunched as KIDLY by MORI. You will shop on babymori.com.

Do I need a promo code for these deals?

Yes — one: SOFT50, for buy one get one 50% off sleepwear. Enter it at checkout on babymori.com. Everything else on this page is a deal rather than a code: the two multibuy discounts are applied automatically at checkout, and the sale prices are already on the products.

Can I still use KIDLY Unlimited?

No — KIDLY Unlimited is not honoured by MORI, and old kidly.co.uk orders and returns are not handled by MORI either.

Similar stores

Looking for more kids’ and baby deals? Check out our other Kids & Toys stores: George at Asda, F&F at Tesco, Tu Clothing and Primark.