YouTube group choose Birmingham Bullring for clothing store

Hammerson has announced that YouTube group, The Sidemen, will open their first SDMN Clothing store in the Midlands at Bullring & Grand Central.

The 4,500 sq ft store will feature SDMN’s streetwear and merchandise, along with a new collaboration range with Teenage Mutant Ninja Turtles. It will be the group’s second physical store.

The Sidemen, one of Europe’s most popular online groups, have a following with over 21.6m subscribers and 6.4bn video views.

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, 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 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.”