Cosmetics brand Morphe opens first store outside London

US brand Morphe is ploughing ahead with its UK expansion plans with the opening of its second British location at the Bullring shopping centre in Birmingham.


The cult makeup brand first entered the UK retail market in October, when it opened its first ever international store on the ground floor of Westfield Stratford in east London.

The second UK location spans 3,300 square feet and is located on the middle level of the Bullring. It offers the brand’s full range of makeup and brushes as well as a Studio space dedicated to beauty masterclasses and events.

The space will also use for content creation, a social media strategy the brand has embraced since launching in LA in 2008. Currently, it boasts over 8 million followers on Instagram, while other popular brands such as Glossier and Nars have 1.6 million and 11 million followers respectively.

Morphe general manager for the EMEA region, Mark Spillman, commented: “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.”

Iain Mitchell, commercial director at Hammerson, added: “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.”

Morphe joins a string of recent openings within the Bullring Estate, including Hugo, H&M’s Arket and Kurt Geiger. Tommy Hilfiger also recently upsized its store at the Bullring and Barbour opened its first store in Birmingham at Grand Central.

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