Baby MORI UK
(https://babymori.com) 📸 Data Snapshot: June 21, 2026
Identity & Authority — The Lens
Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Identity & Authority
Expert verifiability & Schema depth.
10
Impact Weight: 15 / 100
67% Reputation
The site provides strong Organization schema including sameAs links to major social platforms and a physical London address, which solidifies its identity. A major authority gap exists in its technical execution: the H1 is empty on the swimwear page and the Best Sellers collection is broken. No specific Person schema is provided for founders or sustainability experts to back the ‘crafted with love’ and ‘sustainable’ claims with individual accountability.
The brand claims its sleepwear helps families ‘sleep better,’ a significant performance claim for a textile product that lacks linked sleep studies or expert endorsements in the provided data. The assertion that their products ‘outlast cheap high-street alternatives’ is a bold performance claim made without providing comparative durability test results or fabric longevity data. The technical failure of the ‘Best Sellers’ page undermines the claim of being a ‘premium’ digital destination.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
[
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "BabyMORI UK",
"url": "https://babymori.com",
"logo": "https://babymori.com/cdn/shop/files/Christmas_MORI_logo_2024.png?v=1759302272&width=1200",
"sameAs": [
"https://www.instagram.com/mori",
"https://www.facebook.com/mori",
"https://www.linkedin.com/company/mori",
"https://www.tiktok.com/@mori"
],
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+44 (0) 208 065 1102",
"email": "hello@babymori.com",
"contactType": "customer service",
"areaServed": "GB",
"availableLanguage": [
"English"
]
}
],
"address": {
"@type": "PostalAddress",
"streetAddress": "Baby Mori Ltd, Pall Mall Deposits, Unit PL70 124-128 Barlby Road, Ladbroke Grove",
"addressLocality": "London",
"postalCode": "W10 6BL",
"addressCountry": "GB"
},
"hasPOS": false,
"foundingDate": "2015",
"description": "Baby MORI is a brand offering sustainable baby and kids' clothes, sleepwear, gifts and accessories.",
"alternateName": "MORI UK"
},
{
"@context": "https://schema.org",
"@type": "WebSite",
"alternateName": [
"baby mori",
"mori baby"
],
"name": "MORI",
"url": "https://babymori.com"
}
]
/collections/swimwear-collection/
[
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "BabyMORI UK",
"url": "https://babymori.com",
"logo": "https://babymori.com/cdn/shop/files/Christmas_MORI_logo_2024.png?v=1759302272&width=1200",
"sameAs": [
"https://www.instagram.com/mori",
"https://www.facebook.com/mori",
"https://www.linkedin.com/company/mori",
"https://www.tiktok.com/@mori"
],
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+44 (0) 208 065 1102",
"email": "hello@babymori.com",
"contactType": "customer service",
"areaServed": "GB",
"availableLanguage": [
"English"
]
}
],
"address": {
"@type": "PostalAddress",
"streetAddress": "Baby Mori Ltd, Pall Mall Deposits, Unit PL70 124-128 Barlby Road, Ladbroke Grove",
"addressLocality": "London",
"postalCode": "W10 6BL",
"addressCountry": "GB"
},
"hasPOS": false,
"foundingDate": "2015",
"description": "Baby MORI is a brand offering sustainable baby and kids' clothes, sleepwear, gifts and accessories.",
"alternateName": "MORI UK"
},
{
"@context": "https://schema.org",
"@type": "CollectionPage",
"name": "Children's Swimming Costumes, Boys & Girls Swimwear",
"url": "https://babymori.com/collections/swimwear-collection",
"description": "Whether it’s swimming lessons, beach holidays or afternoons spent splashing in the garden, the best kids swimwear helps little ones feel comfortable, protected and free to move. Explore durable children’s swimming costumes alongside our signature girls and boys swimwear lines. Scaled up to 7 years, this premium kids swimwear collection is built to outlast cheap high-street alternatives.\nFrom colourful girls swimsuits and practical boys swim shorts to sun-safe childrens UV swimwear and kids rash guards, our collection combines comfort, coverage and playful designs. Discover swimwear made for everything from weekly swimming lessons to family holidays abroad.",
"image": "https://babymori.com/cdn/shop/collections/swimwear_cp.png",
"mainEntity": {
"@type": "ItemList",
"itemListOrder": "https://schema.org/ItemListOrderAscending",
"name": "Children's Swimming Costumes, Boys & Girls Swimwear Products",
"numberOfItems": 50,
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals"
},
{
"@type": "ListItem",
"position": 2,
"url": "https://babymori.com/products/sun-kids-sunglasses"
},
{
"@type": "ListItem",
"position": 3,
"url": "https://babymori.com/products/kidly-by-mori-neoprene-swim-shoe"
},
{
"@type": "ListItem",
"position": 4,
"url": "https://babymori.com/products/kidly-by-mori-mesh-beach-shoes"
},
{
"@type": "ListItem",
"position": 5,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-mushroom"
},
{
"@type": "ListItem",
"position": 6,
"url": "https://babymori.com/products/kidly-by-mori-recycled-swim-shorts"
},
{
"@type": "ListItem",
"position": 7,
"url": "https://babymori.com/products/hooded-bear-kids-towel"
},
{
"@type": "ListItem",
"position": 8,
"url": "https://babymori.com/products/kids-hooded-bath-towel"
},
{
"@type": "ListItem",
"position": 9,
"url": "https://babymori.com/products/giraffe-hooded-kids-bath-towel"
},
{
"@type": "ListItem",
"position": 10,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-bluebell"
},
{
"@type": "ListItem",
"position": 11,
"url": "https://babymori.com/products/lemon-sunsafe-swimsuit"
},
{
"@type": "ListItem",
"position": 12,
"url": "https://babymori.com/products/hooded-dinosaur-kids-bath-towel"
},
{
"@type": "ListItem",
"position": 13,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-marine"
},
{
"@type": "ListItem",
"position": 14,
"url": "https://babymori.com/products/lemon-frilled-swimsuit"
},
{
"@type": "ListItem",
"position": 15,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-raspberry-ice"
},
{
"@type": "ListItem",
"position": 16,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-oyster"
},
{
"@type": "ListItem",
"position": 17,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-eucalyptus"
},
{
"@type": "ListItem",
"position": 18,
"url": "https://babymori.com/products/hooded-panda-kids-towel"
},
{
"@type": "ListItem",
"position": 19,
"url": "https://babymori.com/products/kidly-by-mori-recycled-sun-hat"
},
{
"@type": "ListItem",
"position": 20,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-khaki"
},
{
"@type": "ListItem",
"position": 21,
"url": "https://babymori.com/products/kidly-by-mori-recycled-bucket-hat"
},
{
"@type": "ListItem",
"position": 22,
"url": "https://babymori.com/products/kidly-by-mori-seersucker-zip-front-rash-vest"
},
{
"@type": "ListItem",
"position": 23,
"url": "https://babymori.com/products/kidly-by-mori-recycled-zip-front-rash-vest"
},
{
"@type": "ListItem",
"position": 24,
"url": "https://babymori.com/products/strawberry-sunsafe-swimsuit"
},
{
"@type": "ListItem",
"position": 25,
"url": "https://babymori.com/products/dino-sun-safe-swim-hat"
},
{
"@type": "ListItem",
"position": 26,
"url": "https://babymori.com/products/kidly-by-mori-swim-shoe-lemon-stripe"
},
{
"@type": "ListItem",
"position": 27,
"url": "https://babymori.com/products/hooded-crab-kids-bath-towel"
},
{
"@type": "ListItem",
"position": 28,
"url": "https://babymori.com/products/kidly-by-mori-seersucker-long-sleeve-swimsuit"
},
{
"@type": "ListItem",
"position": 29,
"url": "https://babymori.com/products/kidly-by-mori-swim-shoe-crab-print"
},
{
"@type": "ListItem",
"position": 30,
"url": "https://babymori.com/products/peppa-pig-hooded-kids-bath-towel"
},
{
"@type": "ListItem",
"position": 31,
"url": "https://babymori.com/products/strawberry-frilled-sunsafe-swimsuit"
},
{
"@type": "ListItem",
"position": 32,
"url": "https://babymori.com/products/kidly-by-mori-recycled-long-sleeve-swimsuit"
},
{
"@type": "ListItem",
"position": 33,
"url": "https://babymori.com/products/kidly-by-mori-seersucker-swim-trunks"
},
{
"@type": "ListItem",
"position": 34,
"url": "https://babymori.com/products/gingham-reversible-floppy-hat"
},
{
"@type": "ListItem",
"position": 35,
"url": "https://babymori.com/products/kidly-by-mori-swim-shoe-orange-stripe"
},
{
"@type": "ListItem",
"position": 36,
"url": "https://babymori.com/products/kidly-by-mori-3-4-sleeve-seersucker-sunsuit"
},
{
"@type": "ListItem",
"position": 37,
"url": "https://babymori.com/products/lemon-sun-safe-swim-hat"
},
{
"@type": "ListItem",
"position": 38,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-marine-ice"
},
{
"@type": "ListItem",
"position": 39,
"url": "https://babymori.com/products/kidly-by-mori-colourblock-towelling-poncho"
},
{
"@type": "ListItem",
"position": 40,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-clementine"
},
{
"@type": "ListItem",
"position": 41,
"url": "https://babymori.com/products/midnight-wave-sunsafe-swimsuit"
},
{
"@type": "ListItem",
"position": 42,
"url": "https://babymori.com/products/midnight-wave-sunsafe-swim-hat"
},
{
"@type": "ListItem",
"position": 43,
"url": "https://babymori.com/products/lemon-stripe-sunsafe-swim-hat"
},
{
"@type": "ListItem",
"position": 44,
"url": "https://babymori.com/products/kidly-by-mori-jelly-sandals-emerald-ice"
},
{
"@type": "ListItem",
"position": 45,
"url": "https://babymori.com/products/strawberry-stripe-floppy-hat"
},
{
"@type": "ListItem",
"position": 46,
"url": "https://babymori.com/products/surf-stripe-sun-safe-swim-hat"
},
{
"@type": "ListItem",
"position": 47,
"url": "https://babymori.com/products/lemon-stripe-floppy-hat"
},
{
"@type": "ListItem",
"position": 48,
"url": "https://babymori.com/products/seersucker-stripe-sun-hat"
},
{
"@type": "ListItem",
"position": 49,
"url": "https://babymori.com/products/kidly-by-mori-reversible-towelling-hooded-poncho-orange-stripe"
},
{
"@type": "ListItem",
"position": 50,
"url": "https://babymori.com/products/seahorse-hooded-kids-bath-towel"
}
]
}
}
]
/collections/best-sellers/ — no schema detected (entity gap)
/pages/brands/
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "BabyMORI UK",
"url": "https://babymori.com",
"logo": "https://babymori.com/cdn/shop/files/Christmas_MORI_logo_2024.png?v=1759302272&width=1200",
"sameAs": [
"https://www.instagram.com/mori",
"https://www.facebook.com/mori",
"https://www.linkedin.com/company/mori",
"https://www.tiktok.com/@mori"
],
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+44 (0) 208 065 1102",
"email": "hello@babymori.com",
"contactType": "customer service",
"areaServed": "GB",
"availableLanguage": [
"English"
]
}
],
"address": {
"@type": "PostalAddress",
"streetAddress": "Baby Mori Ltd, Pall Mall Deposits, Unit PL70 124-128 Barlby Road, Ladbroke Grove",
"addressLocality": "London",
"postalCode": "W10 6BL",
"addressCountry": "GB"
},
"hasPOS": false,
"foundingDate": "2015",
"description": "Baby MORI is a brand offering sustainable baby and kids' clothes, sleepwear, gifts and accessories.",
"alternateName": "MORI UK"
}
🛡️ Trust Signals — external proof links that back the declared identity
3881Review mentions (all pages)
3External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 66 | 1 |
| /collections/swimwear-collection/ | 3766 | 1 |
| /collections/best-sellers/ | 0 | 0 |
| /pages/brands/ | 49 | 1 |
Explore the other reputation pillars for Baby MORI UK
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Baby MORI UK, captured on June 21, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Baby MORI UK: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://babymori.com to view the most current version of its content and see directly what this company is about and what it offers.