About MORI
MORI is an award-winning brand on a mission to help families sleep better through sustainable, high-quality babywear. Bitcube has been a partner to MORI almost since the brand's inception — a key pillar of their growth, evolving from a technical service provider into a foundational part of their global operations. We provide a comprehensive team extension, embedding developers, QA engineers, and eCommerce assistants directly into MORI's day-to-day workflow, managing everything from daily store maintenance to high-level architectural innovation and migrations as platforms evolve.
The Challenge
As MORI scaled from a promising startup to a global powerhouse, their requirements moved far beyond standard Shopify functionality. Their flagship loyalty offering, the 'Sleep Club,' presented a significant technical hurdle. It isn't a simple subscribe-and-save model; it's a highly personalised experience requiring dynamic product assignment — based on a child's age and parental style preferences, the system must automatically curate specific products each month. Managing that logic at scale, while ensuring a flawless experience for thousands of members, required a bespoke layer of engineering outside the standard Shopify ecosystem.
Our Solution
Because of our deep-rooted history with the brand, our team operates with an 'internal' perspective, allowing for seamless collaboration and rapid deployment. We engineered the Sleep Club Engine — a bespoke subscription management system built with Angular.js and Express.js — to handle the complex logic of the club, automatically adapting to a child's growth so the correct sizing and styles are delivered without manual intervention. Our embedded eCommerce assistants and developers handle day-to-day visual merchandising, content, and collection setup; embedded QA battle-tests every feature before launch; and we maintain a rigorous cycle of technical SEO audits and performance analysis to keep MORI a leader in organic search.
Key Features
- ✓Embedded team extension (Dev / QA / eCommerce)
- ✓Bespoke 'Sleep Club' subscription engine
- ✓Technical SEO & visual merchandising
- ✓Foundational long-term partnership
The Results
Our partnership has been a defining factor in MORI's journey. By providing a stable, high-performance technical foundation for nearly a decade, we've enabled the brand to scale with total confidence. The Sleep Club has become a cornerstone of their recurring revenue, offering a level of personalisation that sets a new industry standard. Our ongoing merchandising support lets the MORI team focus on product innovation, knowing their digital operations are managed by a partner who knows their business as well as they do.
"Working with Bitcube doesn't feel like working with an agency, they feel like they're part of our team. They act and work with our long-term success in mind, not only on an operational level but also on a strategic level. Usually my biggest concern when working with any agency is that sometimes it's more talk and it's harder for the agency's project team to really feel the brand and the task at hand, meaning they feel like a distant third party, whereas with Bitcube that line is a lot more blurred and the Bitcube team is really an integral part of the full team here. Despite working remotely the Bitcube team is doing a phenomenal job."
Akin Onal
Founder & Managing Director, MORI
Client
NAME
MORI
LOCATION
London, UK (Global)
INDUSTRY
Baby & Children's Apparel
Services
Tech Stack
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