.MorpheBrushes has confirmed that its retail stores across the U.S. will be closing their doors.
Following a careful evaluation of all aspects of our business, we have made the strategic decision to enhance our focus on the company’s wholesale and e-commerce operations going forward. We believe this shift will position Morphe to better compete in the broaderThe store closures come as its parent company Forma Brands continues to navigate a difficult backdrop.
At the time, a spokesperson for Forma said: “Forma Brands is engaged in constructive discussions with our financial stakeholders regarding ways to strengthen the company financially and enable us to reinforce our focus on the opportunities we see ahead for our brands. We are excited about the products we will continue to bring to our customers.”
In 2019, private equity firm General Atlantic acquired a 60 percent stake in a deal valuing the company at $2.2 billion.
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