Hammerson has announced that YouTube sensation, The Sidemen, have selected Bullring & Grand Central for their first ever SDMN Clothing store in the Midlands and second-ever physical store.
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 are among the most high-profile internet personalities in Europe, having accrued 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. The 4,500sq ft store will house the brand’s popular unisex streetwear and merchandise products, as well as a new SDMN x Teenage Mutant Ninja Turtles collaboration range.
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. The opening builds on this momentum and positions us well as we enter a busy trading season.”
Matt Peters, managing director of SDMN Clothing, added: “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 commences 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. They will be complemented by a newly upsized Zara, Pop Street, a new pop-up food concept and Shake Shack.
