Morphe continues UK rollout with Intu Victoria deal

A year after arriving in the UK, US beauty brand Morphe is gearing up to launch its third location outside London as part of a rapid expansion. The company plans to add more than 30 UK locations by the end of the summer.


Intu

The next opening will be at Intu Victoria Centre in Nottingham, which welcomes more than 24 million customers a year, including 60,000 students - the Instagram generation is Morphe’s target market.

“We’re excited to welcome Morphe to intu Victoria Centre which is a popular retail space where shoppers want to be, and we’re sure the brand will thrive here,” said Nick Round, regional managing director at Intu.

Mark Spillman, Morphe general manager EMEA, added: “We’re confident that Intu Victoria Centre’s high annual footfall, great mix of international brands, and its setting at the heart of Nottingham city centre makes it the perfect location for Morphe.”

The retailer has recently opened a new store in Liverpool One, joining existing locations in Birmingham and at Westfield Stratford City in London. It plans to have a total of 38 retail stores in the UK by the end of August. 

At Intu Victoria Centre, Morphe will be part of a retail mix that also includes national and international retailers such as Superdry, Timberland, and Urban Outfitters.

Morphe’s meteoric rise since its launch in 2008 has been fuelled by its adoption among artists and influencers. Most recently, the band was promoted by American internet personality James Charles, who brought Birmingham city centre to a standstill when he opened the brand’s new store there in January.

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