Two retailers that began as online-only marketplaces are setting up shop at Scottsdale Fashion Square. Morphe, a beauty brand, and UNTUCKit, a men’s clothing retailer, are part of a growing trend of digitally-native retail brands setting up brick-and-mortar locations. 

“Scottsdale Fashion Square is globally recognized as the undisputed leader for luxury and contemporary brands in the Southwest,” said Michael Guerin, senior vice president of leasing for Scottsdale Fashion Square’s parent company, Macerich. “It makes sense that cutting-edge digital brands like Morphe and UNTUCKit chose Scottsdale Fashion Square for their exclusive presence in the market.” 

Morphe was planning an April opening for its Scottsdale store. The company was born in 2008 and was the brainchild of sibling duo Chris and Linda Tawil. Morphe started with professional-yet-affordable brushes and quickly expanded into eyeshadow palettes, lip colors and more. The Scottsdale Fashion Square store is among the first for the brand outside of California, with other planned locations including Las Vegas and Paramus, N.J. 

UNTUCKit’s opening is planned for later in the summer. UNTUCKit was the first to create a signature shirt specifically designed to be worn untucked. Since launching in 2011 with its signature men’s shirt, UNTUCKit has evolved to outfit the whole family with the addition of lines for women and children. UNTUCKit was one of the most active e-commerce store expansion stories of 2017, opening 20 locations across the country, with plans to open an additional 25 in 2018, including an international expansion.  

Other e-commerce brands are expected to follow suit into the physical real estate realm. Lingerie retailer Adore Me is planning a major move to physical locations, with 200 to 300 stores expected in the next five years. Company CEO Morgan Hermand-Waiche told the Wall Street Journal that the first seven stores will open in 2018 in New York City, with 20 more expected to open in 2019.