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Morphe to open first stand-alone store in Wales

Gaelle Walker
24 February 2021

US beauty retailer Morphe is making its Welsh debut with a new 6,820 sq ft stand-alone store, set to open in the St David’s shopping centre in Cardiff this summer.

Owned by The St David’s Partnership, the centre is one of the UK’s premier retail and leisure destinations, with more than 150 shops, restaurants and cafes.

Located next to tech giant Apple, the new Morphe store will stock a wide range of professional quality tools and makeup, including palettes, products from influencer collaborations and top brands including Lunar Beauty, Iconic London, SUVA Beauty, OFRA Cosmetics and Beauty Bakerie.

The store will also offer expert advice from Morphe’s certified Beauty Artists.

FORMA Brands vice president of retail sales and operations Kahla Broussard, said: “Cardiff is a key UK city for Morphe, due to its high student population and the strong visitor numbers it attracts each year.

We are looking forward to bringing our increasingly popular products and experiential store concept to Cardiff and meeting even more Morphe fans.”

Morphe currently has five other stand-alone stores in London, Manchester, Birmingham and Nottingham.

Products can also be bought via Selfridges, Boots, Cult Beauty, PrettyLittleThing and Feelunique.

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