Bakery chain Greggs launches ‘it’s a pastry thing’ clothing range in tie-up with Primark
Primark will sell Greggs branded clothes and open the sausage roll maker’s biggest outlet at its Birmingham store.
At the weekend the two hinted something was up, putting Greggs steak bakes and sausage rolls in Primark mannequins’ pockets.
The Tasty by Greggs cafe, which opens on Saturday, launches alongside a crossover clothing range.
Foodie fashion: Bakery chain Greggs has teamed up with Primark to launch its own clothing range
Greggs, which has 2,100 outlets, said the cafe will seat 130 and have a very different look.
It is designed to be social-media-friendly and is dubbed ‘the world’s most Instagrammable Greggs’.
It will have ‘flying vegan sausage rolls’ and a ‘sugar strand doughnut swing’.
The opening is Primark’s latest bid to liven up shopping at its flagship store in Birmingham, which includes a barber shop, a beauty studio and Disney Cafe.
It will be followed by the launch of a clothing line featuring Greggs designs on Primark clothes.
A hoodie will have ‘It’s a pastry thing’ on the sleeve.
The 11 products will be available in 60 of Primark’s 188 shops.