How the boy band brand is heading in only One Direction

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There’s a ‘sensible one’, a ‘cute one’, a ‘quiet and mysterious one,’ a ‘charming one’ and a ‘funny one’, and all packaged into one good-looking, multi- million dollar-making brand: One Direction.

And with an album, chart-topping hits, merchandise, social media feeds and now a specially kitted-out shop, the One Direction brand is as wide-ranging as the personalities in the band.

They’ve even made a Comic Relief video of a cover of Blondie’s One Way or Another, which features prime minister David Cameron.

And next week the record-breaking boy band prepare the start their UK tour with a string of Sheffield dates. The band’s hearthrob Louis Tomlinson, from Doncaster, will be, once again, playing on home turf, in South Yorkshire.

But that’s not all, the band are also celebrating the opening of a special One Direction ‘pop-up shop’ in Leeds. Known as ‘1D World’, the Leeds shop follows the opening of stores in New York, Sydney, Brisbane, Toronto, Vancouver, Chicago and Stockholm.

The store will be 5,000 square feet, packed with previously unseen One Direction merchandise.

The shop is just another chapter in One Direction’s astronomical ascent to stardom, which started in 2011 with the release of debut single, What Makes You Beautiful.

The band has gone one to sell an incredible 30 million records and have topped the charts in 37 countries. The Sheffield gig will be a special one for Louis, who – along with fellow band members Niall Horan, Zayn Malik, Liam Payne and Harry Styles – was recently made into a Madame Tussauds waxwork.

The band will join the likes of the Queen and Kate Moss in the famous museum.

The boys were snapped up by Madame Tussauds and measured for the figures after the five-piece topped the list of the personalities visitors most wanted to see turned into wax models over the past year.

The finished wax models will then go on tour to Sydney and New York.

Louis – from Bessacarr – said: “I think it’s going to be quite weird to see yourself as a wax figure.

“But it’s an amazing honour to be there. If you look at some of the names that are in there, we are very proud.”

For now, however, the band is preparing for its Sheffield date which – for Louis at least – will be a very special show.