Morphe opens second UK store in Birmingham
US beauty retailer Morphe Cosmetics has opened its second UK store and first outside of London at Birmingham’s Bullring shopping centre.
Spanning 3,300 square feet, the store is situated on the middle level of the Bullring and stocks Morphe’s full range of professional grade make-up and brushes.
The store also features a “backstage” studio that will be used for educational activitites, entertainment and content creation.
Mark Spillman, Morphe general manager EMEA, said: “Birmingham boasts the largest population outside of London and with its location right in the heart of the city The Bullring Estate was the clear choice for our second store in the UK. We’re very excited to launch and look forward to welcoming new and existing customers to experience our products and services in our unique Morphe environment.”
Other recent openings within the Bullring include a second store for new concept HUGO, a regional debut for H&M’s ARKET, and a new store for footwear retailer Kurt Geiger.
Iain Mitchell, commercial director at Hammerson, said: “Morphe’s new flagship regional store further enhances Bullring’s robust line-up of beauty retailers. The health & beauty retail category continues to be one of the strongest with the lowest online penetration and a more store-based model.”
