YouTube troupe subscribes for second clothing store at Bullring

YouTube group The Sidemen have selected Hammerson’s Bullring & Grand Central in Birmingham for their second-ever SDMN clothing store.

The 4,500 sq ft store will stock the brand’s range of unisex streetwear and merchandise products, including those from a new SDMN x Teenage Mutant Ninja Turtles collaboration.

The Sidemen are one of the most high-profile internet personalities in Europe, having accrued over 21.6 million subscribers and 6.4 billion video views. The group opened their first clothing store last year at Bluewater in Kent. They have also ventured into the world of food and beverage, opening their Sides chicken wing concept in locations such as London, Manchester Arndale, and Merry Hill in the West Midlands.

The signing underpins a wider strategy from Hammerson to diversify its occupier mix with the introduction of new and exciting concepts to complement its existing brands.

Toby Tait, director of asset management at Hammerson, said: “This is an exciting moment in the repositioning of Bullring. Birmingham is Europe’s youngest city and as we continue to broaden the use and proposition of Bullring, The Sideman are just the type of personalities which will resonate with and attract a broader demographic. Over the last 18 months we have introduced a series of new concepts which have created new reasons for customers to visit and lifted footfall. The opening builds on this momentum and positions us well as we enter a busy trading season.”

Matt Peters, managing director of SDMN Clothing, added: “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.”

SDMN Clothing’s arrival begins a series of important new openings at Bullring in the lead up to Christmas. In the coming months, beauty brands Sephora and PURESEOUL will make their regional debuts. They will be complemented by a newly-upsized Zara, as well as new pop-up food concept Pop Street, and Shake Shack.