Morphe, a well-known makeup brand, has recently closed all of its stores in the UK. The company made this decision in order to focus more on wholesale and e-commerce sales. This move came as a surprise to many, including former employees and friends of workers who criticized Morphe for the lack of communication regarding the closures.
The first Morphe store in the UK opened in 2018 at Westfield Stratford, but now all seven locations in cities like London and Manchester have been shut down. People took to social media to express their shock and disappointment at the sudden closures, with many concerned about the impact on employees who were made redundant without much notice.
In a statement, Morphe’s parent company, Forma Brands, explained that the decision to close the UK stores was based on the high rent obligations and a strategic shift towards expanding their wholesale and e-commerce operations. The company also mentioned an ownership transition for its UK wholesale and e-commerce businesses.
Despite the closures, Morphe expressed gratitude towards its store teams for their hard work and dedication over the years. The company provided goodwill payments to the affected employees to support them through the transition. This decision to close all UK stores follows a similar move in the United States last year and comes after Forma Brands filed for bankruptcy.
Morphe’s value has seen a decline in recent years due to a decrease in demand for color cosmetics. The brand once flourished with collaborations with influencers like Jeffree Star and James Charles, but changing market trends have posed challenges for the company. Despite these difficulties, Morphe remains committed to growing its brand through wholesale and e-commerce channels.
Overall, the closure of Morphe’s UK stores marks a significant shift in the company’s strategy as it adapts to the changing landscape of the cosmetics industry. While the decision may have been unexpected for many, Morphe is taking steps to support its employees and focus on new avenues for growth in the future.