Morphe to open Birmingham store
US beauty retailer Morphe is to open a store at Birmingham’s Bullring shopping centre.
Established in LA in 2008, Morphe make-up products have until now only been available to UK customers on the brand’s website and via select retail partners such as Cult Beauty.
Morphe will be taking a 3,300 square foot unit on the middle level of the Bullring where it will sit alongside fashion brands Mango and H&M. The new store will open this autumn.
Morphe’s range of professional quality tools and make-up includes more than 300 brushes and make-up palettes and also features a number of influencer collaborations such as the best-selling Jaclyn Hill Eyeshade Palette.
Mark Spillman, Morphe regional manager EMEA, said: “We are excited to open our second Morphe UK store at Birmingham’s leading retail destination. Having received an overwhelming response from UK customers ordering our products online, the Bullring is the perfect destination for our loyal customers to visit, experiment, and enjoy the full assortment from our growing brand.”
Iain Mitchell, commercial director at Hammerson, added: “This is another first outside of London for Hammerson, Bullring and Birmingham. The leading US beauty brand fully recognises the value flagship destinations play in developing both brand profile and sales. We are looking forward to working with Morphe to support a highly successful launch.”
The news follows the recent opening of make-up brand NYX Professional Make-Up’s store at the Bullring.
