Newcastle bakery favourite Greggs has teamed up with fashion firm Primark to release a new clothing range - as well as a Tasty by Greggs’ cafe experience.
A new 11-piece clothing range is going on sale in 60 Primark stores across the UK later this month.
And the two retail giants will also be opening an exclusive boutique - two days ahead of the collection’s release - giving fashionistas the chance to get their hands on some of the new collection, by appointment only.
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The pair released a number of teasers in Primark shop windows last weekend, with strategically placed vegan sausage rolls and steak bakes popping out of pockets of clothes on shop window mannequins.
Fans took to social media to speculate about what is to come from a collaboration between two of Britain’s most loved brands.
At the same time, a Primark receipt discretely showing items from the Greggs menu also appeared across Primark’s social media channels shared simply with an inquisitive emoji.
Confirming the rumours, this morning both brands announced the new partnership in a video shared across their social media channels, revealing a new clothing range and ‘Tasty by Greggs’ unique café experience.
As part of the collaboration, the world’s largest Primark will now play host to the world’s largest Greggs, with the launch of a unique concept - ‘Tasty by Greggs’.
The 130-seater café will open its doors in Primark’s Birmingham store at 8am on February 12 offering a menu that features customer favourites including sausage rolls, bakes, pizza, sweet treats, a range of freshly ground coffee, alongside hot food-to-go. Customers will also be able to make click + collect orders via the Greggs App.
Inside includes a design features that deliver customers with the ultimate Greggs experience, from relaxing in doughnut inspired seating areas, spotting flying Vegan Sausage Rolls, taking snaps for social media on a Sugar Strand Doughnut Swing or simply enjoying a shopping break in the Greggs picnic area. There will also be a refillable water station and a self-serve coffee cart where 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 extensive fashion and homeware ranges also includes Smokey Barbers, the Primark Beauty Studio and Disney Café.
The limited-edition clothing collection goes on sale on February 19. More details of what will be included in the range will be shared leading up to the launch date.
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.
Greggs and Primark will open a boutique accessible by bookable appointment only.
The boutique will be located in Dean Street in Soho, London, on February 17 and 18, where fans can get their hands on some of the new collection before the rest of the nation by picking up to two pieces for free.
The appointment system provided by Design My Night will open for booking via a link that will be shared on both Greggs and Primark Instagram and Facebook pages at 10am on February 10. There are a limited number of appointments, available on a first come first served basis, allowing 300 customers through the doors across the two days.
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 - so that fans can quite literally show their love for Greggs on their sleeves. We’ve got some great pieces that we can’t wait to share.
“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.”
In the North East, the range will be on sale at Primark's Newcastle, Gateshead and Middlesbrough stores.
