Greggs and Primark have today announced a unique collaboration that will see them launch a limited edition 11-piece clothing collection.
The partnership has been confirmed following a series of hints over the weekend, including mannequins at several Primark stores holding vegan sausage rolls and steak bakes as part of window and in-store displays.
“Fans can quite literally show their love for Greggs on their sleeves,” says Raymond Reynolds, Business Development Director at Greggs. “We’ve got some great pieces that we can’t wait to share.”
‘Tasty by Greggs’ clothing range
The clothing collection will be available in 60 Primark stores across the UK from Saturday, 19 February.
More details of what they will look like and where they will be available from will be released in the run up to the launch date.
The Liverpool City Region has four potential outlets, in Southport, Liverpool city centre, Liscard and Birkenhead.
The exclusive range, which is the latest in a long line of iconic collaborations for Primark, will be a first for Greggs in its 83-year history.
Fans wanting a sneak preview of the range will have to travel to Dean Street in Soho, London, where Greggs and Primark will be opening an exclusive boutique accessible by bookable appointment only, from 17 to 18 February.
Why is the collaboration taking place?
It’s all part of a launch campaign for a new Greggs store that will open inside a Primark in Birmingham.
‘Tasty by Greggs’ will boast 130 seats and will open its doors on Saturday, 12 February, at 8am.
On the menu will be an array of fan favourites, including sausage rolls, bakes, pizza, sweet treats, a range of freshly ground coffee, and hot food-to go.
Customers will also be able to make click + collect orders via the Greggs App.
The inside will be unique in design to deliver the ultimate Greggs experience allowing customers to relax in doughnut inspired seating areas, take snaps on a sugar strand doughnut swing, or enjoy a shopping break in the Greggs picnic area.
There will also be a refillable water station and a self-serve coffee cart 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 Disney Café.
What’s been said
Raymond Reynolds, Business Development Director at Greggs said: “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.
“Our ‘Tasty by Greggs’ café will be the first of its kind, and will offer an exciting Greggs experience, underpinned by the great products and service that’s already delivered across all of our shops.”
Tim Kelly, Director of New Business Development at Primark added: “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.
“We’re thrilled to have teamed up with Greggs to bring the Tasty Café to our Birmingham store and give fans of the brand the chance to get their hands on the limited-edition clothing range.”