YouTube channel Sidemen is opening its first retail store this weekend at Bluewater shopping centre.
Sidemen clothing will be the only place shoppers can buy the official Sidemen merchandise, other than on the group’s website.
Fans who visit the shop on opening day will get early access to a new range of unreleased merchandise, which will then be made available to buy exclusively from the Bluewater store before its general release in August.
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The store will be located on the Upper Rose Gallery of Bluewater, next to Apricot.
Bluewater is expecting it to be busy over the weekend and noted customers may need to queue if it hits capacity.
Bluewater centre director James Waugh said: “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”.
The Sidemen YouTube channel was founded back in October 2013 and racks up millions of subscribers and billions of views.