After bringing Birmingham to standstill, Morphe plans Liverpool One opening

By

Sandra Halliday

Published
Feb 18, 2019

While the opening of new brand stores is far less newsworthy when it’s the second, third or fourth location rather than the debut store, given that the latest planned opening we’ve heard about is from Morphe Cosmetics, it’s undeniably interesting.

Morphe is the brand that managed to bring central Birmingham to a total standstill just a few weeks ago at its second UK opening as blogger James Charles proved even more of a draw than expected. Given the huge crowds that turned out for that particular ribbon-cutting, it would perhaps be foolish to ignore news of its plans to open in Liverpool.

The company will open at Grosvenor Europe’s Liverpool One this summer with its debut on Paradise Street being its first North West location following its stores at the Bullring Birmingham and Westfield Stratford City in London.

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The 3,000 sq ft Liverpool flagship will offer Morphe’s full range of professional-grade make up and brushes.

The brand has built a huge fanbase via its links to bloggers and its deft exploitation of the publicity opportunities that social media offers. It currently has 9.3 million followers on Instagram. 
 
Mark Spillman, Morphe General Manager EMEA, said: “When we first began our UK expansion plans, Liverpool was one of the top cities in which we wanted to establish a strong presence. Liverpool One’s impressive footfall, position at the heart of the city, and one of the best line-ups of international brands in the UK, made it the perfect choice for our new regional store.”
 
And Alison Clegg, Director, Asset Management, Grosvenor Europe, added that the brand is a good fit for the shopping mall, as well as adding “something new to our offer”.

Whether the opening in the summer manages to bring Liverpool to a standstill as it did Birmingham we won’t know for a while, but we have to issue that the brand will plan something big as it has a lot to live u to after that Birmingham spectacular.

Other brands that have opened at Liverpool One recently include H&M’s Arket, & Other Stories, and COS, plus Armani Exchange, Footlocker (with its largest global store).