US beauty retailer, Morphe Cosmetics has officially opened its first store outside London and second in the UK at the Bullring in Birmingham. Located on the middle level of the Bullring, the 306 sq m store offers Morphe’s full range of professional-grade makeup and brushes at affordable prices. The store features a backstage Studio Morphe, a professional space developed for education, entertainment, and content creation.
Established in LA in 2008, the US company is recognised by beauty bloggers as the ‘beauty brand created for the creators’ and has amassed more than 8 million followers on Instagram.
'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,' says Iain Mitchell, commercial director at Hammerson.
Mark Spillman, Morphe general manager EMEA, adds: '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.'