IRL: Beyond the Boom: How MORI is building sustainable growth with Anne Thouas, CMO at MORI
🔐 THIS IS A PRIVATE MEMBERS ONLY EVENT 🔐
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MORI is a premium baby and toddler brand focused on creating sustainable clothing and sleepwear. Founded in 2015, the company has scaled from a digital-first startup into a global omnichannel brand.
Anne will be sharing her experience after the boom of COVID where the company grew over 3x before things started to stagnate in 2022.
As Director of Growth and CMO, Anne led strategies which focussed on profitability to extend the runway and then look at a new route to growth:
Taking advantage of WFH & global economies: hiring abroad
Cutting the tail: switching off low scale channels
Channel diversity: retail expansion and wholesale distribution network
Category expansion: last year MORI acquired KIDLY & Storksak from administration
About Anne Thouas:
Originally from Canada, Anne has built an international marketing career spanning global consumer brands and high-growth DTC startups. She began her career at Spin Master in Toronto, where she spent over eight years developing expertise in brand management, product development & media buying across a portfolio of toy brands.
After relocating to London, Anne moved into the DTC world, joining Wonderbly (formerly Lost My Name). During her time there she held several roles, leading paid social and above-the-line marketing globally, overseeing international growth initiatives, and developing product-led acquisition strategies.
Anne now serves as CMO at MORI, a primarily DTC brand focused on soft, sustainable clothing for babies and toddlers. At MORI she leads the Growth, Brand and Creative teams, responsible for delivering integrated marketing strategies that build brand awareness and drive profitable growth.
Anne is a data-driven marketing leader with deep expertise across acquisition, retention and brand building. She is particularly passionate about helping consumer brands scale through thoughtful product positioning, strong creative and disciplined growth strategies.