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Greggs to launch new fashion range at Primark

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·Finance Reporter, Yahoo Finance UK
·3-min read
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A new 130-seat 'Tasty by Greggs' cafe will open inside Primark Birmingham. Photo:Primark
A new 130-seat 'Tasty by Greggs' cafe will open inside Primark Birmingham. Photo:Primark

High street bakery chain Greggs is teaming up with fashion retailer Primark to release a new clothing range as well as its largest café.

In what has been announced as a first of its kind collaboration, the two brands, Greggs (GRG.L) and Primark (ABF.L) are launching a limited 11-piece clothing collection that will be available in 60 Primark store across the UK from Saturday, February 19th.

The announcement follows shoppers spotting fashion mannequins at a number of Primark stores holding Greggs sausage rolls and steak bakes in window displays.

As part of that partnership, the world’s largest Primark, in Birmingham, will host the world’s largest Greggs, which the bakery said it will be a unique concept named ‘Tasty by Greggs’.

The 130-seater café in-store will offer a menu that includes sausage rolls, bakes, pizza, sweet treats, a range of coffee alongside hot food to go.

The concept shop includes design features to provide “the ultimate Greggs experience”, from relaxing in the doughnut inspired seating areas, to spotting the flying vegan sausage rolls, or enjoying the picnic area and the sugar strand doughnut swing.

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There will also be a refillable water station and a self-serve coffee cart offering so customers can skip the queues and enjoy a freshly brewed hot drink using contactless payment.

The new ‘Tasty by Greggs’ café takes over the mezzanine level and is the latest experience to open within Primark’s flagship store, which alongside its fashion and homeware ranges also includes Smokey Barbers, the Primark Beauty Studio and the Disney Café.

The announcement comes after several shoppers spotted fashion mannequins at a number of Primark stores holding Greggs sausage rolls and steak bakes in store displays.

Shoppers across the UK were surprised to see Greggs steak bakes and vegan sausage rolls tucked into mannequins’ handbags. Photo: Primark
Shoppers across the UK were surprised to see Greggs steak bakes and vegan sausage rolls tucked into mannequins’ handbags. Photo: Primark

"Greggs clothing is something our customers have continually asked for, so it’s great that together with Primark we can now make our first official range available across the UK – so that fans can quite literally show their love for Greggs on their sleeves," said Greggs business development director Raymond Reynolds.

"We’ve got some great pieces that we can’t wait to share," he added.

Those eager to get a look at the new clothing range will be able to book an appointment for an exclusive pop-up boutique in London very soon.

Read more: Primark to cut 400 jobs in UK stores

Located in Dean Street in Soho, London, from February 17-18, the pop-up will offer fans the chance to get their hands on some of the new collection before the rest of the nation by picking up to two pieces for free.

"We want to give our customers incredible experiences in our stores and offer collections they can’t find anywhere else, with brands we know they love," said Tim Kelly, director of new business development at Primark.

The appointment system will open for booking via a link that will be shared on both Greggs and Primark Instagram and Facebook pages at 10h00 on Thursday, February 10. Limited appointments will be available on a first-come, first-served basis.

The range is the latest in a long line of iconic collaborations for Primark, will be a first for Greggs in its 83-year history as it finally puts its name officially to clothing and accessories.

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