Fried chicken restaurant Sides has signed for a 2,960 sq ft unit at the Merry Hill shopping centre in Brierley Hill near Dudley.
The restaurant was founded by YouTube stars The Sidemen and after successfully opening a number of sites across London the chain is hoping to expand across the UK and open as many as 200 sites in the next decade.
Alistair Winning, asset manager at Sovereign Centros, said: “Sides is fast becoming a UK-wide cultural phenomenon, so it’s great for Merry Hill to have landed a growing brand at such a critical time in their expansion. It is a crucial part of our wider strategy to cater for all our visitors, covering a wide range of demographics, keeping our finger on the pulse of what our community want. The addition of a brand that attracts a younger audience like Sides is evidence of this strategy coming to life, as they join the ranks of our dynamic F&B line-up.”
Robin Mehta, CEO at Sides, added: “The West Midlands was a key area for us to target in our expansion plans, and with Merry Hill being a flagship destination here, we always had our eyes locked on this location. Our fans have been calling for more restaurants across the country, and we’ve targeted key destinations to answer that demand. We’re looking forward to opening at Merry Hill at the end of this year and introducing the Sides experience to our West Midlands fanbase.”
JLL and Time Retail Partners represented Merry Hill. Sides dealt direct.
