// Morphe to make north-west debut with new store in Liverpool
// Slated to open at Liverpool One this summer
// Comes shortly after Birmingham was brought to a standstill when James Charles visited the local Morphe store
Morphe Cosmetics has selected Liverpool as the location for its first store in the north west.
The US beauty retailer will set up shop in a 3000sq ft regional flagship on Paradise Street within the Liverpool One scheme.
It is slated to open this summer.
The news comes after Morphe recently brought Birmingham to a standstill when the beauty retailer hosted a visit by YouTube sensation James Charles.
Established in LA in 2008, the US beauty retailer has been endorsed by beauty bloggers and has amassed over nine million followers on Instagram.
“When we first began our UK expansion plans, Liverpool was one of the top cities in which we wanted to establish a strong presence,” Morphe EMEA general manager Mark Spillman said.
“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.”
Morphe is the latest in a list of international brands to open at Liverpool One for regional flagship stores, including Arket, & Other Stories, Cos and Armani Exchange.
Other brands to have launched in past last 12 months include Footlocker’s largest store globally.