LA makeup brand set to make its mark on the North East

A Los Angeles-founded makeup brand has signed up for its first North East store in the centre of Newcastle.

Morphe has signed up for a new store in Newcastle’s Eldon Square shopping centre with owner intu.

Taking a 4,400 sq ft unit in the central retail destination, Morphe is the latest addition to the centre, joining international retailers such as All Saints, Hollister and Apple as well as Newcastle’s own Fenwick department store.

Founded by brother and sister duo Linda and Chris Tawil, Morphe has grown its brand by working with bloggers and influencers, and operates throughout the US, Canada and the UK.

The Newcastle store is part of the firm’s wider strategy to rapidly expand across the country, with plans to open another store in Nottingham’s Victoria Centre later this summer set to bring its total UK stockists to 39.

Kate Grant, regional managing director of intu, commented: “Morphe is a fantastic fit for intu Eldon Square’s vibrant location and flourishing retail and leisure mix and will be a very welcome addition for our high footfall of customers.

“Thriving destinations like intu Eldon Square… are key to Morphe’s UK expansion strategy, as they provide fantastic opportunities to increase its already impressive fanbase with compelling customer experiences that you can only get in store.”

Mark Spillman, Morphe regional manager - EMEA, added: “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.”