British YouTube sensation The Sidemen has selected Bullring & Grand Central for their first ever SDMN Clothing store in the Midlands and second-ever physical store.

And for the mall’s operator, we’re told the new store “underpins a wider strategy by Hammerson to diversify its occupier mix by introducing young and exciting concepts which complement the strength of the international brands on offer”. 

The Sidemen is among the most high-profile group of internet personalities in Europe, having accrued over 21.6 million subscribers and 6.4 billion video views. So the launch of SDMN Clothing is pretty big.

The 4,500 sq ft store will house the brand’s unisex streetwear (including hoodies, jackets and tees) and general merchandise, as well as a new SDMN x Teenage Mutant Ninja Turtles collaboration range.

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

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. 

He added: “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.”

The opening of SDMN Clothing kicks off a series of new openings at Bullring in the lead up to Christmas. In the coming months beauty giant Sephora and premier K-Beauty store Pureseoul will make their regional debuts, complemented by the opening of a newly upsized Zara.