Fans queued from as early as 4.30am for the opening of Bluewater’s new Sidemen store.

Customers flocked to the shopping centre in Greenhithe from as far away as Oxfordshire for the opening day of the YouTube sensations’ first clothing store. But some have criticised the organisation of the event.

The 6,000sq ft unit opened its doors this morning, and apart from the official Sidemen website, the store is the only place fans can purchase official merchandise.

The Sidemen is a British YouTube group made up of seven friends. The media personalities were all expected to be at the opening.

The group’s KSI shared a video of the crowds on Twitter.

Melanie Jones had been queuing with son Harley, 13, and nephew Thomas, 12, since 6am, and described the experience, which left Thomas injured, as an “absolute nightmare”.

The trio were near the front of the queue and were let in at around 10.30am to look around the shop and make their purchases, before promptly being told to leave by security.

Melanie said: “The children were sure the Sidemen were going to be there but security insisted that they weren’t.

“They told us all to leave so the next people could be let in. Both my son and nephew are autistic and the security guard was shouting at them.

“As soon as we got out of the store, the Sidemen were upstairs even though we were told they were not going to be there.

“We were made to stand behind a barrier, and the kids who had just been in were crying because they were told the Sidemen wouldn’t be there and they were.

“We were told to wait but then the barriers were opened up. People tried to go through and a member of the public got angry and slammed the barriers shut, hitting my nephew in the stomach.”

Melanie said Thomas fell to the floor and was clutching his stomach and coughing.

She added: “His ribs still hurt, at the time he was crying his eyes out.

“Why were the barriers opened if they wanted us to wait, and why did nobody stop the member of the public from ramming a heavy security gate into children?

“Kids were crying and screaming, people were jumping over the barriers and security didn’t stop them.

“It just felt like really, really bad treatment from security. It seemed so well-organised up until that point.

Thomas’ mum said: “I am beyond furious with the whole shambles. They didn’t care Thomas was hurt, everyone is blaming each other but I have a child who’s hurt and no one cared.”

Another mum, Sandra Falvey, came from Biggin Hill with daughter Eva to the opening.

Despite queueing for five hours, Sandra said people were pushing into the queue and they then heard the Sidemen had left.

Sandra said she was “not impressed”, adding that she felt they could have stayed longer considering how long people waited to see them.

Managing director Matt Peters, who has been working with the Sidemen in their clothing line for eight years, said: “It’s been an incredible turnout. We were prepared for this but we weren’t expecting it.

“This kind of response is lovely and it is great that they could come and speak to the fans.

“It’s a huge moment for the boys and the fans as they have been part of this journey since the start. Seeing their favourite content creators doing this is a proud moment for them.”

A Bluewater spokesman said: “This weekend we celebrated the launch of the first ever Sidemen store at Bluewater. Hundreds of guests – many who had queued from the early hours – visited today.

“The Sidemen shop brings something unique to the centre and we always knew that the in-store experience would be a massive draw.

“The success of this weekend’s launch shows just how strong the pull is for both Sidemen fans living locally and further afield too.

“While no visit from the group was formally scheduled, we were thrilled to welcome the Sidemen in person.

“We know that so many enjoyed meeting them – we’re sorry that not everyone managed to see them as they were only there for a short time.”

Sidemen have been asked to comment.