Sidemen's Bullring Clothing Venture Concludes After Short Run
The SDMN Clothing store, a retail venture launched by the immensely popular YouTube collective known as the Sidemen, has permanently closed its doors at the Bullring shopping centre in Birmingham. This closure comes after the store operated for a period of just over one year, marking the end of a high-profile physical retail presence for the digital-first brand.
Confirmation from Bullring Operator Hammerson
A spokesperson for Hammerson, the property company that operates the Bullring, provided official confirmation of the closure to local media on January 21, 2026. The representative stated, "We can confirm that SDMN Clothing has closed at Bullring. They’ve been an exciting brand to have as part of our overall Bullring experience and we wish the team well." The statement further highlighted the centre's forward-looking strategy, noting a "flurry of brands arriving soon" to maintain momentum following recent new openings.
A High-Profile Launch and Swift Closure
The SDMN Clothing store originally opened with significant fanfare on the lower mall of the Bullring on October 4, 2024. The launch event was attended by all seven members of the Sidemen, including the globally recognised figure KSI. The opening generated considerable excitement, with huge queues forming for hours within the shopping centre as fans eagerly awaited the chance to visit. The store occupied a substantial 4,500 square foot unit, which previously housed the retailer Menkind, and offered a wide array of merchandise tied to the Sidemen brand.
The Sidemen's Continued Presence and Legacy
Established in 2013, the Sidemen have cultivated a massive online following, with their primary YouTube channel boasting more than 22.9 million subscribers and accumulating a staggering seven billion video views. The group, consisting of KSI, Simon (Miniminter), Ethan (Behzinga), Harry (W2S), John (Zerkaa), Tobi (TBJZL), and Vikkstar, leveraged this digital success to launch their clothing line. While the Bullring store has closed, the Sidemen maintain other business interests in the region, including one of their chicken restaurant outlets located at the Merry Hill shopping centre.
The store's listing has been removed from the official Bullring website, solidifying the end of this particular retail chapter. The closure underscores the challenging nature of translating substantial online influence into sustained success within the competitive physical retail landscape, even for brands with a dedicated and vast fanbase.
