Morphe makes Welsh debut at St David’s

The St David’s Partnership, owners of St David’s in Cardiff, has announced the regional debut for global cosmetics leader Morphe.

The 6,820 sq ft space, located next to international tech giant Apple, will be the brand’s first store in Wales.

Morphe is known for its full spectrum of professional quality tools and makeup, including over 300 brushes and their highly coveted palettes, as well as best-selling influencer collaborations.

Set to open in the summer, the store will also offer expert advice, from Morphe’s certified Beauty Artists.

Kahla Broussard, vice president of retail sales and operations at Forma Brands, 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.”

Speaking on behalf of the St. David’s partnership, Russell Loveland, senior portfolio director for Landsec, added: “St David’s is often the first port of call for brands looking to establish a presence in Cardiff and Wales, due to its appealing blend of retail, F&B, and leisure, and the diverse catchment it attracts. Morphe is yet another example of that pull, and we are delighted to be able to welcome such a dynamic and influential brand, within an industry that is seeing continued growth and interest from the St David’s customer.”

JLL and Cushman & Wakefield advised St David’s Partnership. The McDevitt Company acted for Morphe. 

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