Morphe Cosmetics expands UK retail presence with new Liverpool store

The cult US retailer recently opened a store in Birmingham, its first outside of the UK’s capital

US beauty brand Morphe Cosmetics has extended its UK retail presence with a new store opening on Liverpool ONE’s Paradise Street.

The flagship will span 3,000sqft and is the second store to open outside the UK capital.

Earlier this year it opened its first Birmingham store and brought the city to a standstill after inviting brand YouTube royalty James Charles to make a guest appearance.

Morphe’s General Manager EMEA, Mark Spillman, said: “When we first began our UK expansion plans, Liverpool was one of the top cities in which we wanted to establish a strong presence.

“Liverpool’s 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.”

The leisure, shopping and residential complex today features more than 170 shops, bars and restaurants including beauty brands Molton Brown, The Body Shop, The Fragrance Shop and Urban Decay.

Alison Clegg, Director of Asset Management for Grosvenor Europe, added: “Morphe has an impressive, ever-growing and loyal fan-following and is a perfect fit with how Liverpool ONE has evolved.

“The brand brings something new to our offer that will appeal to visitors from across the region.”

Grosvenor Europe invests in and develops real estate assets and funds across European cities such as Paris, Stockholm and Madrid.

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

Companies