The Sidemen are opening their first IRL clothing store

The Sidemen–aka KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S–have taken their merch brick-and-mortar.

The YouTube group (18.8 million subscribers) is opening its first clothing store this weekend at the Bluewater Shopping Centre in Dartford, England.

Per Kent Live, the store is 6,000 square feet and located in the Upper Rose Gallery of Bluewater, next to Apricot.

People who visit on debut day (July 15) will get early access to a new merch line that’ll be exclusive to the store for a month before launching online in August. Shoppers will also get a Sidemen keyring and a discounted one-month membership to the group’s extra content club Side+ with each purchase.

This is the first time Sidemen’s sprawling trove of merch (which currently includes Nitro, Varsity, and Summer collections plus an official SpongeBob

collaboration) will be available to buy IRL.

“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,” James Waugh, center director at Bluewater, said in a statement. “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.”

While the Bluewater store is the Sidemen’s first clothing brick-and-mortar, it’s not their first venture into selling offline. They recently announced they’re expanding their fried chicken brand Sides from its three flagship restaurants in London to 10 more shops across the U.K.