Hundreds of fans flocked to Bluewater Shopping Centre on Saturday (July 15) to see the opening of the world’s first Sidemen clothing store.
Founded on October 19, 2013, Sidemen is made up of seven best friends who are known for their social content, including rapper and boxer KSI.
The 6,000 square foot store opened to the public at 9am and the YouTubers visited the store for the opening day.
Some fans had even travelled from America for the launch.
Hundreds of fans queued from the early hours to see the shop, but most were unable to see the Sidemen in person.
A spokesperson for Bluewater has apologised to everyone who was not able to see them as the group were “only there for a short time”.
The new store is the only place fans can purchase official Sidemen merchandise, other than online.
Shoppers visiting the store on its opening day had first 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.
Sidemen 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, said: “We are delighted to launch the first ever official Sidemen store here at Bluewater.
“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.”
A spokesperson for Bluewater Shopping Centre said: “This weekend we celebrated the launch of the first ever Sidemen store at Bluewater. Hundreds of guests – many who had queued from the early hours – visited today.
“The Sidemen shop brings something unique to the centre and we always knew that the in-store experience would be a massive draw.
“The success of this weekend’s launch shows just how strong the pull is for both Sidemen fans living locally and further afield too.
“While no visit from the group was formally scheduled, we were thrilled to welcome the Sidemen in person.
“We know that so many enjoyed meeting them – we’re sorry that not everyone managed to see them as they were only there for a short time.”
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