YouTube sensations the Sidemen have opened their second physical store in Hammerson’s Bullring & Grand Central shopping centre in Birmingham.
The shop, which opened on 4 October to much fanfare thanks to the group’s popularity online, marks the brand’s first ever SDMN clothing store in the Midlands.
Hammerson said the new store underpins a wider strategy to diversify its occupier mix, by bringing in “young and exciting concepts” which “complement the strength of (its) international brands on offer”.
The 4,500sq ft store is set to house the retailer’s unisex streetwear and merchandise products, as well as a brand-new SDMN x Teenage Mutant Ninja Turtles collaboration range.
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SDMN Clothing managing director Matt Peters said: “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.”
Sidemen launched its first ever physical store last year in Bluewater shopping centre, serving as the only place shoppers could buy the official Sidemen merchandise, other than on the group’s website.
The Sidemen YouTube channel was founded back in October 2013 and racks up millions of subscribers and billions of views.
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