Organic baby clothes brand Mori sets up shop in London

The new shop - all muted pastels and smart wood, with baby toys cleverly built into the furniture - is more than just a shopping space to stock up on organic cotton and bamboo clothes for the 0-4 set.

It's a venue where parents can relax on the sofa with a sparkling water - or take the opportunity to feed a hungry baby. It's a community centre where mothers and fathers can come to hear inspiring speakers or get tips on parenting - Zoe Blasky, founder of empowerment platform Motherkind, has already passed some of her wisdom on to eager new parents.

Inside Mori on Northcote Road - can you see the baby toy built into the clothing rail? Genius.

Mori is also a space that invites you to think as you shop: they've partnered up with children's charity Little Village, and customers (as well as non-customers) are asked to bring in bags of children's clothes they no longer need, which Mori will deliver to the charity for you.

The eco-minded among us will be pleased to hear that Mori is committed to sustainability every step of the way, from their fabric choices and close ties to their Turkish factories, to the minimal packaging and clothing recycling schemes they implement.

In November, customers are also asked to fill out a Kindness Pledge as they shop. Can you and your children think of something nice to do for another person, or the planet?

Of course, there's also the shopping: the sleepsuits which grow with baby thanks to poppers at the back - they even have an opening for seatbelts so baby's sleep isn't disrupted by a car journey - the adorable Gruffalo collection, the clothing designs in neutral colourways to suit girls or boys, the toys, books and blankets which make perfect newborn presents...

In fact, it's so good, it could even tempt us to have another baby.

Mori, 97 Northcote Rd, London SW11 6PL, M-F: 9:30am-5:30pm, Sat: 10am-6pm, Sun: 11am-5pm