US brand Morphe turns to UK for IT support

US-headquartered international beauty brand Morphe has turned to the UK for technical assistance as it continues to open stores.

The digitally native vertical brand (DNVB) is building on its online roots and currently opening stores around the world – and it has partnered with Nottingham-based Retail Assist for helpdesk and IT-related support.

Retail Assist is delivering first-line helpdesk support to Morphe’s stores across both the UK and North America, and the service will also be provided to the brand’s recently launched Australian operation in due course.

Acting as a single point of contact for all IT-related issues, the tech company’s team aim to respond to problems 24/7 when they arise with the aim of reducing till downtime and supporting the customer experience that the DNVB has built its fledgling reputation on.

Tahir Kara, senior IT project manager at Morphe, which was founded in 2017, said: “We chose Retail Assist based on the great feedback from their existing customers, and the family-type ethos that they embrace resonates completely with Morphe.”

He added that the tech partner will support Morphe through its existing expansion plans.

The partnership covers Morphe’s entire UK store estate, which includes shops in Birmingham Bullring, Nottingham’s intu Victoria Centre, Liverpool One, and Westfield Stratford City. Openings at Eldon Square shopping centre in Newcastle, and Manchester Arndale – both of which are intu properties – are slated for this year, too.

The brand also has a presence in London’s Selfridges department store, as well as online via its own website and third-party platforms such as Amazon, Lookfantastic, and PrettyLittleThing.

High street mainstay Boots also lists Morphe among its new-look beauty brands, and stocks its range of items online and in its flagship stores across the UK.