Morphe picks Birmingham for 2nd UK store

Morphe Birmingham

Morphe Cosmetics has officially opened its first store outside London and second in the UK at the Bullring in Birmingham.

The 3300sq ft store is located on the middle level of the shopping centre, offering the brand’s full range of make up and brushes and featuring a backstage Studio Morphe – a professional space for education, entertainment, and content creation.

Established in LA in 2008, the US beauty retailer has been endorsed by beauty bloggers and has amassed over eight million followers on Instagram.

“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,”Morphe general manager EMEA Mark Spillman said.

“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.”

The store opening follows a string of recent openings within the Bullring – which is operated by property giant Hammerson – ahead of Christmas.

These include the second store for Hugo Boss’ new concept Hugo, a regional debut for H&M Group’s latest fashion offer Arket, a new store for premium British footwear and accessories retailer, Kurt Geiger, and Birmingham’s only dedicated Barbour store.

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