US make-up brand Morphe signs for first store outside London at Bullring

By

Sandra Halliday

Published
Sep 21, 2018

Shopping malls giant Hammerson has announced that US beauty retailer Morphe is to open its first store outside of London and only its second in the UK with a debut at the Bullring Estate in Birmingham.

Its arrival in the UK’s second-largest city will see the make-up brand taking a 3,300 sq ft unit on the middle level of the Bullring, alongside big-name fashion brands Mango and H&M.

Morphe is one of the new breed of make-up specialists that has made a big impact on beauty retailing and is known for its full spectrum of professional quality tools and make-up plus other Morphe family brands such as Jeffree Star Cosmetics. 

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Its products include more than 300 brushes and palettes, featuring influencer collaborations such as the best-selling Jaclyn Hill Eyeshade Palette.

It was founded 10 years ago in LA and is a blogger favourite, which is always a good place to be when marketing a new physical store location.

As mentioned, this expansion will double its physical store representation in the UK (it’s also available online) and further underline the resilience of the beauty sector, even as the fashion sector is more challenged as far as physical stores are concerned.

The new store will open in late autumn and follows the recent opening of global make-up brand NYX Professional Make-Up at the Bullring.