Morphe opens first store outside London at Bullring

Hammerson has announced that US beauty retailer, Morphe Cosmetics, has officially opened its first store outside London and second in the UK at the Bullring, Birmingham’s iconic shopping destination.

The 3,300sq ft unit is located on the middle level of the Bullring, offering Morphe’s full range of professional-grade make up 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 over 8 million followers on Instagram.

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

Mark Spillman, Morphe general manager EMEA, added: “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.”

This follows a string of recent openings within the Bullring Estate ahead of Christmas including the second store for new concept HUGO, a regional debut for H&M Group’s latest fashion offer ARKET, and a new store for premium British footwear and accessories retailer, Kurt Geiger. Tommy Hilfiger also recently upsized its store at the Bullring and Grand Central welcomed Birmingham’s only dedicated Barbour store.