The Sidemen, renowned YouTube personalities, have inaugurated a new store in Birmingham, marking their second physical retail endeavour.
- This new outlet is located in the prominent Bullring & Grand Central shopping centre, enhancing the retail landscape with its innovative offerings.
- Hammerson, the centre’s operator, emphasises the store’s role in diversifying their retail mix by introducing youthful and dynamic concepts.
- The 4,500 square foot store offers a range of unisex streetwear and exclusive merchandise, including a unique SDMN x Teenage Mutant Ninja Turtles collection.
- This expansion follows the success of their first store at Bluewater, demonstrating the Sidemen’s growing influence in the fashion sector.
The Sidemen, a collective of influential YouTube creators, have opened their second brick-and-mortar store in Birmingham, reflecting their expanding physical retail presence. Located within the Bullring & Grand Central shopping centre, the store debuted on 4 October amidst significant anticipation, partly owing to the group’s substantial online following. This venture represents the Sidemen’s first retail establishment in the Midlands, strategically selected to augment their reach and brand visibility.
Hammerson, the entity managing the Bullring & Grand Central, has highlighted the new store as part of a broader initiative to diversify its tenant mix. The introduction of the Sidemen’s retail outlet supports a strategy aimed at integrating ‘young and exciting concepts’ that complement the shopping centre’s array of international brands.
Spanning 4,500 square feet, the store showcases an extensive array of unisex streetwear and merchandise, a hallmark of the Sidemen’s brand identity. Among the offerings is a new collaboration line, the SDMN x Teenage Mutant Ninja Turtles, further cementing the store’s appeal to a younger demographic.
Matt Peters, managing director of SDMN Clothing, articulated the brand’s enthusiasm about this strategic partnership with Bullring & Grand Central. 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.’
The Sidemen’s initial foray into physical retail began with their first store launch last year at the Bluewater shopping centre. The success of this venture underscored the viability of retail locations as a complementary sales channel to their established online presence, significantly enhancing consumer access to official Sidemen merchandise.
The Sidemen’s expansion into Birmingham exemplifies the successful fusion of digital influence and physical retail presence, setting a benchmark in contemporary retail trends.
