YouTube stars The Sidemen will open their first-ever SDMN Clothing store in the Midlands, marking their second physical retail location. The new store, set to open on Friday 4th October, is part of a broader strategy to diversify the retail offerings at Bullring & Grand Central. This initiative is aimed at introducing dynamic brands to the centre, complementing its established mix of international labels.
The Sidemen, known for their online influence, have amassed 21.6 million subscribers and over 6.4 billion views across YouTube. Their online popularity has been instrumental in expanding SDMN Clothing, a fashion line that has already thrived in digital retail. The 4,500 sq ft store in Birmingham will feature their signature streetwear collection, alongside a new collaboration range with Teenage Mutant Ninja Turtles.
Toby Tait, Director of Asset Management at Hammerson, noted the importance of the store launch in revitalising Bullring, particularly in line with Birmingham’s status as Europe’s youngest city. “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 Sidemen 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,” Tait stated.
The store’s launch is part of a wider shift to introduce innovative brands and concepts that boost customer engagement and footfall. SDMN Clothing has garnered recognition for its unisex streetwear, and its physical locations offer fans an in-person way to engage with the brand. This builds on the success of their first retail outlet.
Matt Peters, Managing Director of SDMN Clothing, expressed excitement about the collaboration with Bullring & Grand Central: “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 opening of SDMN Clothing also signals the start of several high-profile retail developments at Bullring, just in time for the busy Christmas season. Sephora, owned by LVMH, and PURESEOUL, a specialist in K-Beauty products, will make their regional debuts at the shopping centre. These new retailers will be joined by an expanded Zara, a pop-up food concept called Pop Street, and the arrival of Shake Shack, rounding out a diverse array of fashion and lifestyle offerings.
The strategy at Bullring & Grand Central aligns with a broader retail trend focusing on experiential shopping and pop-up concepts to attract new customer demographics. By introducing brands with a significant online following, such as SDMN Clothing, Bullring is positioning itself to appeal to a younger, tech-savvy audience, offering them fresh in-store experiences.
