Morphsuits

According to the founders' account, they were inspired to create the company after a one-color costume party in Dublin, to which a friend of the founders was wearing a zentai bodysuit. At the event, the friend became somewhat of a celebrity, being bought drinks and posing for hundreds of pictures. After researching the fancy dress market, Smeaton, Smeaton, and Lawson invested £1,000 each. The original corporate website cost $300.

Beginning in May 2009, shipping of the first batch of 200 costumes was done from their flat. Balancing their day jobs and the company meant "a lot of 2 a.m. finishes" while running their business. As of August 2011, outsourcing had raised their indirect staffing to 200. As of late 2012, suits were manufactured in Shanghai.

The company received a boost to its sales when the 2009 British Lions tour of South Africa, at which eight fans wore red Morphsuits, was covered extensively by sports journalists and photographers.

As of August 2011, there were 40 varieties, and 50 as of September 2011. MorphKids, a child's-sized line, was launched in the United States before any other market. The company sold 35,000 units in 48 hours. Around Halloween 2012, a psychologist noted increased confidence and social skills in children wearing the outfits, and an "overall calming effect" in children with autism. As of April 2013, the company stated it expected MorphKids to outstrip the parent brand four-fold. In October 2012, Morphsuits launched their first licensed design, featuring Saban's Mighty Morphin' Power Rangers; the company claims the costumes were the "best-selling item" in their history. With their investment from BFG, they hoped to pursue the Spider-Man license, deeming licenses "fundamental to the business's future success." In 2013 Morphsuits added "Animal Planet" Morphsuits, including a Vampire Bat with fabric wings connected to the arms, and a Cobra with a neck frill. Other products include the head-only lycra Morphmask and Megamorph, an inflated suit with lycra over the head, hands, and feet.

Gregor Lawson has spoken at seminars about technology and business, about their use of Facebook and e-commerce. Much of their marketing strategy is based on fans' ideas, a process Fraser Smeaton calls "scrum marketing"; suit designs, potential sales outlets, and competitions have all been dictated by its followers.

There are regional sales differences: in the United Kingdom, the product is considered year-round, with a small jump in sales near Halloween. In the United States, sales are much more highly focused at the Halloween season. The company runs 13 localized e-commerce websites.

Black is the company's most popular colour. The majority of Morphsuits' customers are men, but the company hopes that a new morphsuit model with a built-on tutu will expand female sales.

The brand has tried to distance itself from the term zentai, and the concept of fetish usage. Being one of the earliest brands to court a general market, the terms "Morphsuits" and "morphs" are regularly applied to events related to any sort of zentai suit. Their term risks becoming a genericized trademark in the process; one New Zealand newspaper refers to a competing brand, Jaskins, as a "one of the main online morphsuit brands."