Watch: Huge crowd packs into Bullring as YouTube sensations Sidemen open new store in Birmingham

The Bullring & Grand Central shopping centre in Birmingham was abuzz with excitement on October 4th, 2024, as YouTube sensations, The Sidemen, opened their second-ever SDMN Clothing store.

This marks their first physical store in the Midlands, following the success of their initial store launch.

The Sidemen, consisting of popular YouTubers Olajide “KSI” Olatunji, Simon “Miniminter” Minter, Josh “Zerkaa” Bradley, Tobi “TBJZL” Brown, Ethan “Behzinga” Payne, and Vikram “Vikkstar123” Barn, have amassed a massive following with over 21.6 million subscribers and 6.4 billion video views.

Their influence extends beyond the digital realm, as evidenced by Birmingham World, which witnessed the grand opening and saw the enthusiastic and large crowd that gathered.

The palpable anticipation and the crowd’s ecstatic reaction as the Sidemen made their entrance, accompanied by the Teenage Mutant Ninja Turtles.

Read More: I visited the opening of Sidemen’s new store in Bullring and saw a packed crowd go into a screaming overdrive.

The new 4,500 sq ft store, strategically located between Foot Asylum and JD Sports, offers a wide array of Sidemen-branded merchandise, including a special SDMN x Teenage Mutant Ninja Turtles collaboration range.

Fans were thrilled to have the opportunity to purchase exclusive items in person, some of which are only available in-store.

Matt Peters, Managing Director of SDMN Clothing, expressed his excitement about the new venture: "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’re confident we will continue to evolve and flourish as a unique fashion brand"

The opening event was a spectacle, featuring live performances by the Sidemen and appearances by the Teenage Mutant Ninja Turtles. Fans had the chance to see their favourite YouTubers and be among the first to shop the exclusive merchandise.

The event drew thousands of fans, highlighting the Sidemen’s significant impact on their audience.

This new store is part of a broader strategy by Hammerson, the property management company behind Bullring & Grand Central, to diversify its occupier mix and introduce exciting new concepts that resonate with a younger demographic.

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 Sidemen are just the type of personalities which will resonate with and attract a broader demographic".

The Sidemen’s new store is just one of several high-profile openings at Bullring & Grand Central in the lead-up to Christmas, with other notable brands like Sephora and PURESEOUL also making their regional debuts.

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