Morphe to open first North East England store with Intu

By

Sandra Halliday

Published
Jul 12, 2019

Cosmetics brand Morphe is accelerating its UK expansion and is set to open its first store in England’s North East with a debut at the Intu Eldon Square mall in Newcastle.

It will be a sizeable 4,400 sq ft space and continues Miorphe’s ongoing relationship with the malls giant as it continues its UK rollout. The company is also set to open a store at Intu Victoria Centre in Nottingham this summer.

The Eldon Square property is one of the UK’s largest city centre shopping destinations and benefits from annual footfall of 37 million visitors. It also has a strong line-up of other high profile and international retailers including Levi’s, Pandora, Skechers, AllSaints, Topshop, John Lewis, Kurt Geiger, Hollister and Apple.

Mark Spillman, Morphe’s regional manager EMEA, said: “We know that Morphe will thrive at Eldon Square as it’s the ideal location for our newest UK store. 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.”

Morphe has already made a big impact with its initial stores in the UK and in January caused Birmingham to be gridlocked as thousands of James Charles fans turned up to see him opening what was only the brand’s second store in the UK (its first location was at Westfield Stratford City in London). Since then, it has also opened in the giant Liverpool One mall and announced the Nottingham debut with the brand clearly focusing on Britain’s supermalls.

Its decision to open only in the best locations is clearly paying off for the brand that has a high profile and a fast-growing business despite it being in only 34 stores in total across North America and the UK.

However, it’s speeding up its opening plans and should be in as many as 39 stores by the end of August this year.