YouTube stars the Sidemen have opened their second physical store at Hammerson’s Bullring & Grand Central shopping centre in Birmingham.

The store, which launched on 4 October is the first SDMN clothing store in the Midlands.

Hammerson highlighted that this new store supports its broader goal of diversifying its tenant mix by introducing “young and exciting concepts” that “complement the strength of (its) international brands on offer.”

The 4,500 sq ft space will feature the retailer’s unisex streetwear and merchandise.

Matt Peters, managing director of SDMN Clothing, said: “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 Sidemen’s first physical store opened last year in Bluewater shopping centre, providing the only place to buy official Sidemen merchandise outside of their website.