UK high street icons Greggs and Primark have confirmed a first-of-its-kind collaboration.
Following several teasers over the weekend, fans took to social media to speculate about what was to come from the two companies.
In a hint to the partnership, fashion mannequins at a number of Primark stores were mysteriously spotted with Vegan Sausage Rolls and Steak Bakes as part of window and in-store displays.
At the same time, a Primark receipt discretely showing items from the Greggs menu also appeared across the retailer’s social media channels shared simply with an inquisitive emoji.
The new partnership was finally confirmed yesterday (8 February) in a video across 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 play host to the world’s largest Greggs. The 130 seater café will open its doors in Primark’s Birmingham store on Saturday 12 February offering a menu including sausage rolls, bakes, pizza, sweet treats and freshly ground coffee.
Inside there will be a range of design features that aim to deliver 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 enjoying a shopping break in the Greggs picnic area.
On top of this, a limited edition 11-piece clothing collection will launch in 60 Primark stores across the UK on Saturday 19 February.
The exclusive range will be a first for Greggs in its 83-year history.
To give fans of both brands an opportunity for a first look, Greggs and Primark will be opening an exclusive boutique accessible by bookable appointment only. Located in Dean Street in Soho, London, from 17-18 February, the pop-up will offer eager fashionistas 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.
“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,” commented Raymond Reynolds, business development director at Greggs. “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.”
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