Helen Cowie, Centre Director at Eldon Square, shares how the leading retail destination is driving fashion in the North East.
For more than five decades, Eldon Square has been a leading fashion destination in the North East, bringing together globally recognised brands, emerging trends and millions of shoppers in the heart of Newcastle. Today, that position continues to strengthen, with the centre welcoming 26.4 million visitors in 2025, representing a 1.7% year-on-year increase in footfall.
Despite well-documented challenges across the wider fashion retail landscape, Eldon Square has continued to outperform the national market. Mixed fashion sales increased +2.3% year-on-year, rising to +3.4% in the second half of 2025, highlighting the ongoing demand for strong in-store fashion experiences and a compelling retail offer.
At Eldon Square, our focus is simple: ensuring the centre remains the premier destination for fashion in the region.
Bringing the best brands to the region
A strong fashion destination starts with the right brands. At Eldon Square, we are continually evolving our leasing strategy to ensure customers have access to a diverse mix of highly sought-after retailers under one roof.
Anchor tenants including John Lewis & Partners, Marks & Spencer and NEXT are complemented by leading high-street and international brands such as AllSaints, Hollister, H&M and Mango, creating a retail environment where shoppers can discover everything from everyday essentials to standout pieces.
By carefully balancing established names with brands that resonate with today’s consumers, Eldon Square continues to deliver a fashion offer that drives footfall while supporting strong performance for our tenants.
Championing the future of British fashion
Alongside building a strong retail line-up, Eldon Square is committed to supporting the wider fashion ecosystem.
We are proud to work closely with Newcastle College and Fenwick on our Future Heritage platform, supporting the next generation of creative talent and strengthening the connection between fashion education and industry. By nurturing emerging voices alongside established brands, we are helping ensure the region continues to play an active role in the future of fashion.
Our patronship of the British Fashion Council also reflects our dedication to celebrating the creativity, innovation and talent that define the UK fashion industry. We are helping connect regional audiences with the wider fashion landscape while championing the designers and brands shaping the industry’s future.
Creating fashion-led experiences that engage our audience
Fashion retail today is about more than simply offering great brands – it is about creating moments that inspire shoppers and bring style to life.
At Eldon Square, we are delivering this through dedicated campaigns that celebrate fashion and connect directly with our audience. Our upcoming Spring Fashion campaign will encourage visitors to ‘own the season’, supported by a series of activations across the centre.
These include an exclusive influencer event featuring leading voices in fashion, alongside a digital screen takeover across the mall and a programme of content designed to spotlight the latest trends and collections available in-store.
By combining strong brand partnerships with engaging experiences, we continue to position Eldon Square as the place where shoppers come not only to buy fashion, but to discover it.
Ultimately, as Eldon Square celebrates its 50th year, the centre remains focused on evolving its offer, supporting its retail partners and reinforcing its position as the North East’s premier destination for fashion, inspiration and style.