// Morphe to open first store in the North East at Intu Eldon Square, Newcastle
// Morphe already has stores in Stratford, Birmingham, and Liverpool
// It made its bricks-and-mortar debut in the UK just last year
Morphe has chosen Intu Eldon Square shopping centre in Newcastle as the location of its first store in the North East.
The 4400sq ft store forms part of the US beauty and cosmetic retailer’s ambitious plans to expand into some of the most popular retail locations across the UK.
Morphe made its bricks-and-mortar debut last year but already has stores in Stratford in east London, Birmingham, and Liverpool.
It is also slated to open another store at Intu Victoria Centre, Nottingham.
Morphe said it expects to open its Eldon Square store in late summer.
“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,” Morphe regional manager EMEA Mark Spillman said.
“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.”
Established in LA in 2008, Morphe has been endorsed by beauty bloggers and has amassed almost 10 million followers on Instagram.
Soon after Morphe opened in Birmingham, it brought the city to a standstill when the beauty retailer hosted a visit by YouTube sensation James Charles.