YouTube sensations The Sidemen open SDMN Clothing store at Bullring
British YouTube group The Sidemen, fronted by rapper and boxer KSI and formed in 2013, have opened a SDMN Clothing store at Bullring & Grand Central in Birmingham.
The Sidemen, described by the BBC as a “super group of UK creators”, are among the most high profile internet personalities in Europe, having secured over 21.6 million subscribers and 6.4 billion video views.
The launch of SDMN Clothing follows the group’s ever growing online presence and connection with its worldwide audience, and the new Birmingham retail space is the seven-strong group’s second-ever physical store.
The 4,500 sq ft store houses the brand’s popular unisex streetwear and merchandise products, as well as a brand-new SDMN x Teenage Mutant Ninja Turtles collaboration range.
Matt Peters, Managing Director of SDMN Clothing, 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.”
The new store underpins a wider strategy by Bullring & Grand Central landlord, Hammerson, to diversify its occupier mix by introducing young and exciting concepts which complement the strength of the international brands on offer.
Toby Tait, Director of Asset Management at Hammerson, commented: “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. This opening builds on the momentum and positions us well as we enter a busy trading season.”
The opening of the new SDMN Clothing store kicks off a series of strategically important new openings at Bullring in the lead up to Christmas.
In the coming months LVMH-owned Sephora and the UK’s premier K-Beauty store, PURESEOUL, will make their regional debuts, and there is also to be a newly upsized ZARA store.
