US beauty brand Morphe to open store at Newcastle’s intu Eldon Square

Popular LA-based make-up specialist Morphe has signed for a store with shopping centre owner intu at Newcastle’s Eldon Square.

It will be the brand’s fourth UK store, with a fifth soon to be added at into Victoria Centre in Nottingham, as it continues to expand into some of the most popular retail locations across the UK.

The 4,400 sq ft Eldon Square store adds to the 3,000 square foot store it opened at Liverpool ONE in June. The brand’s UK retail roll-out only began in October 2018, with its first store at Westfield Stratford City, closely followed by December 2018’s opening at the Bullring in Birmingham.

Morphe regional manager EMEA, Mark Spillman, commented: “We know that Morphe will thrive at intu Eldon Square as it’s the ideal location for our newest UK store and the first in the north east of England. 

“This hugely popular shopping destination is at the heart of one of the country’s most exciting cities and attracts a high footfall thanks to the fantastic mix of retail and leisure brands already in place. We can’t wait to start offering customers in Newcastle the full Morphe experience.”

Founded in 2008 by and for make-up artists, with the premise of “a beauty brand created for the creators,” Morphe has a 9.7 million followers on Instagram. It sells a large range of high-quality brushes and make-up palettes at affordable prices.

As well as selling its own range of products, Morphe also partners with famous makeup artists, such as YouTuber James Charles, who released his own artistry palette with the brand and launched it at the company’s New York branch.