YouTube collective the ‘Sidemen’ have announced that their first ever physical retail space will be opening this weekend at Kent-based shopping and leisure destination Bluewater.

The 6,000sq ft store will be open to the public from 9am on Saturday 15th July, and will follow the shopping centre’s usual opening hours. It will be the only place fans can purchase official Sidemen merchandise, other than their website.


What’s more, those who visit the store on its opening day will have early access to a brand-new range of unreleased merchandise, which will be available exclusively in the Sidemen Bluewater store ahead of its general release next month. The lucky shoppers will receive a free SDMN keyring with each purchase (while stocks last) alongside a discounted 1-month membership to Side+, the official Sidemen membership club, with exclusive perks such as monthly prize draws and access to unseen footage. 

Founded on 19 October 2013, Sidemen is made up of seven best friends, including rapper and boxer KSI.

The creators are known for their groundbreaking social content, amassing millions of subscribers and billions of views collectively.  They originally started out playing video games together and later branched out into more varied content. Since January 2018, they have uploaded weekly videos to their group channel under the banner of Sidemen Sunday.

James Waugh, Centre Director at Bluewater, commented “We are delighted to announce the upcoming launch of the first ever official Sidemen store here at Bluewater this summer.

“With the ever-changing landscape of physical retail, it is important for us as industry leaders to bring digital-first brands to the centre and ensure our guest experience evolves and is enhanced.

“The Sidemen shop really is something quite special and we’re in no doubt that the in-store experience will be a massive draw, not just to Sidemen fans living locally, but further afield too.

“Whether it’s welcoming exclusive retail brands such as the Sidemen, adding adrenaline-fuelled activities or bringing a new family-friendly event, we are always looking to innovate to make sure we offer guests the very best retail and leisure experience.” 

Matt Peters, MD of Sidemen Clothing added “The Sidemen are undeniably pioneers in the rising world of creator led brands and this is another huge moment which further cements that. The Sidemen and team at Sidemen Clothing are incredibly excited for the launch of our first ever store at Bluewater. I’m looking forward to seeing the brand evolve in the retail space and create a closer connection to the Sidemen fans.”

Sidemen Clothing will be located on the Upper Rose Gallery of Bluewater, next to Apricot. Store opening hours for the opening weekend are Saturday 15th July, 9am – 9pm, and Sunday 16th July, 11am – 5pm. Bluewater is anticipating the new store to be busy this weekend and queuing may be required if the store hits capacity. 

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