The renowned YouTube collective, Sidemen, has inaugurated their second physical store in Birmingham’s Bullring & Grand Central.
- Opening on 4 October, the store marks the Sidemen’s first Midlands location.
- Hammerson’s strategy involves integrating youthful and exciting brands to diversify its tenant mix.
- The 4,500 square foot shop presents unisex streetwear and a new collaboration with Teenage Mutant Ninja Turtles.
- Sidemen’s director expressed confidence in the brand’s continued growth in physical retail spaces.
The Sidemen, a popular group on YouTube, have ventured further into the retail industry by opening their second physical outlet. Situated in Birmingham’s Bullring & Grand Central shopping centre, the store opened on 4 October, drawing significant attention owing to the group’s substantial online fanbase. This venture marks the Sidemen’s inaugural entry into the Midlands region.
Hammerson, the corporation behind the shopping centre, has indicated that this new store aligns with its broader ambition of diversifying its tenant roster. This strategy aims to introduce “young and exciting concepts” designed to augment the centre’s international brand offerings. Such initiatives underscore the importance of attracting innovative and energetic brands to enhance consumer engagement.
Occupying a space of 4,500 square feet, the new shop offers a selection of unisex streetwear and merchandise from the Sidemen. A highlight of the store’s offerings is the latest collaborative range, SDMN x Teenage Mutant Ninja Turtles, which is expected to attract both fans of the Sidemen and enthusiasts of the iconic franchise.
Matt Peters, the managing director of SDMN Clothing, conveyed his enthusiasm for the store’s potential impact. Peters remarked, “We’re incredibly excited to be joining forces with Bullring & Grand Central to bring the Sidemen brand to Birmingham. Last year we established that the brand absolutely works in a physical retail space, and with our new store we are confident we will continue to evolve and flourish as a unique fashion brand.”
Since its inception on YouTube in 2013, the Sidemen’s channel has garnered millions of subscribers and billions of views, reflecting its influential status in the digital content sphere. This move into physical retail is a continuation of their strategy initiated last year with the opening of their first physical store at the Bluewater shopping centre.
The Sidemen’s strategic move into Birmingham’s retail scene underscores their commitment to expanding their physical retail presence.
