The renowned YouTube group, Sidemen, has inaugurated their second physical store in Birmingham, marking a significant expansion.
- Located in Hammerson’s Bullring & Grand Central, this store is the first SDMN outlet in the Midlands.
- The store spans 4,500 square feet and offers unisex streetwear and a new SDMN x TMNT range.
- Hammerson aims to diversify its offerings by incorporating youthful, dynamic brands like Sidemen.
- SDMN Clothing’s Managing Director, Matt Peters, expressed confidence in the brand’s retail success.
The influential YouTube collective, Sidemen, known for their enormous online presence, has strategically extended their brand into physical retail by opening a new SDMN clothing store in Birmingham. This venture is located in the esteemed Bullring & Grand Central shopping centre and significantly represents Sidemen’s first physical establishment in the Midlands region. This development follows the successful launch of their initial store in Bluewater last year, which served as the exclusive location for purchasing official Sidemen merchandise, apart from their online platform.
As articulated by Hammerson, the proprietors of Bullring & Grand Central, the new store is part of a broader initiative to diversify their tenant mix, welcoming ‘young and exciting concepts’ to complement existing international brands. This strategy reflects a growing trend in the retail sector to introduce innovative and popular online brands into physical shopping environments, enhancing the shopping experience with diverse brand offerings.
The newly opened store, occupying a generous 4,500-square-foot area, is designed to provide shoppers with an extensive range of the retailer’s signature unisex streetwear. Notably, the store also features a new collaborative range with the Teenage Mutant Ninja Turtles, which is expected to attract considerable interest from fans and new customers alike.
Matt Peters, Managing Director of SDMN Clothing, shared his enthusiasm for this expansion, stating, ‘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.’ His remarks underscore the brand’s commitment to growth and adaptability in an ever-evolving retail landscape.
Originally founded in October 2013, the Sidemen’s YouTube channel boasts millions of subscribers and billions of views, propelling them to significant success and enabling ventures such as this new store. This move into the retail space exemplifies how digital influencers are leveraging their substantial online followings to build tangible business enterprises.
The Sidemen’s new store in Birmingham exemplifies their strategic move to blend online influence with physical retail presence, reinforcing their growing fashion brand.
