The Sidemen, a popular YouTube channel, is opening its first retail store this weekend at Bluewater shopping centre. The store, located on the Upper Rose Gallery of Bluewater, next to Apricot, will be the only place shoppers can buy the official Sidemen merchandise, other than on the group’s website.

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James Waugh, the centre director of Bluewater, 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”.

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The Sidemen YouTube channel was founded back in October 2013 and has since amassed millions of subscribers and billions of views. 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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Bluewater is expecting it to be busy over the weekend and noted customers may need to queue if it hits capacity. The store will be open from 10am to 6pm on Saturday and 11am to 5pm on Sunday.

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According to Retail Gazette, the Sidemen store opening at Bluewater is an example of how physical retail is evolving to meet the needs of digital-first brands. It is also a testament to the success of the Sidemen YouTube channel, which has grown to become one of the most popular channels on the platform.

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Sources: https://www.retailgazette.co.uk/blog/2023/07/sidemen-store-bluewater/