Popular Youtube group Sidemen are doubling up on their brand at a shopping centre as they open a new chicken restaurant called Sides.

The fast-food branch has opened at Bluewater in Greenhithe near Dartford today (December 14) offering a selection of fried chicken options, as well as sides and shakes.

The group already has a clothes shop in the retail complex which opened on July 15.

The restaurant can seat up to 65 people and the opening has created more than 50 jobs.

It is the third Sides location outside of London, with the other two in Merry Hill in Dudley and the Manchester Arndale centre.

Robin Mehta, chief executive of Sides, said: “We are delighted to welcome Bluewater to the Sides family.

“With the successful opening of SDMN clothing having already taken place here, it is clear that there is an appetite for a restaurant here and we can’t wait to get started.”

Along with Sides, other new brands have been added to the busy shopping centre in time for Christmas.

Sportswear company Castore and British fashion label Whistles have opened new branches in the complex along with an array of Christmas pop-up shops.

Castore opened at the end of November in the Upper Rose Gallery next to Brown’s Jewellers.

Whistles is next to Polo Ralph Lauren in the Lower Guildhall.

A new pan-Asian restaurant called Chi is also to open soon.

Sam Draper, associate director of retail at Castore, said: “Bluewater will be our fourth store in the south allowing us to grow our reach outside of London.

“The store will showcase our latest men’s and women’s franchises such as Zone, Flow, and Apex, and our Teamwear offering including McLaren and Redbull.”

Caraline Money, global retail director of TFG Brands, owner of Whistles, said: “We have built a loyal, ever-growing customer base here, so it's great we have more visibility in key locations throughout the county and wider region.

“Our new store strategy is focused on opening bigger, better stores on prominent high streets and within premium shopping districts like Bluewater to showcase the wider collections to our customers and enhance their shopping experience in-store."

Along with the new additions, Mappin & Webb and LK Bennett have moved to larger units.

The jeweller has tripled in size thanks to its move to the Upper Guildhall opposite the Apple Store and now has a large Rolex room with dual entrances, one from the main concourse and via the Mappin & Webb main showroom.

Meanwhile, the fashion brand LK Bennett has moved next to Whistles.

Chi will open in The Village next to Carluccio’s and will offer a selection of Asian dishes including Katsu curry, boa, and donburi rice bowls.

Bluewater has also set up several Christmas pop-up shops including the Cambridge Satchel Company which will stay until January. It can be found on the Upper Rose Gallery next to Starbucks.

The store openings follow the recent return of Under The Rainbow, with its Winter Art Exhibition.

More than 80 artists from the southeast have their work showcased in the Upper and Lower Guildhall, close to Zara.

The two-floor exhibit is open daily, except Christmas and Boxing Day, until December 30.

Gift wrapping is now available until Christmas Eve at the Upper Rose Gallery, next to HMV.

James Waugh, centre director at Bluewater, said: “We are delighted to be offering our guests a wide variety of festive pop-up stores, and new permanent additions to shop this festive season.

“With something to cater to every taste, we’re sure guests will love all of our new additions, with some Kent-firsts in the mix too."

Do you have a favourite place you head to for food and drink? If so, nominate them here in our Kent & Medway Food & Drink Awards.

Nominations close on January 10.