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Morphe steps up UK expansion plans with Liverpool store

US beauty retailer Morphe has opened its second UK branch outside London, and its first in the North West of the country, at Liverpool ONE.

Designed by an in-house team, the store features a double height frontage with a large screen over the entrance at first floor level. The 279 sq m (3,000 sq ft) store offers the brand’s full range of make-up and brushes.

Inside, a candy red, high gloss cash inspired by the red M of the retailer’s logo. Red accents and red packaging are used throughout the store, along with the brand’s #blendtherules motto. Expert staff are available to provide ‘glow-ups’ in-store.

“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 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,” says Morphe general manager EMEA Mark Spillman.

“The brand will add another dimension to the appealing mix of beauty and fashion brands all selecting Liverpool ONE for prominent flagship stores,” says Alison Clegg, director of asset management at Liverpool ONE parent company Grosvenor Europe.

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