British baker and fast-food chain Greggs has teamed up with fast-fashion retailer Primark to launch a clothing line.
Greggs, best known for its sausage rolls, steak bakes, vegan snacks and sweet treats, announced that a partnership deal with Primark will see Greggs-branded merchandise, including hoodies, available at 60 Primark stores across the United Kingdom from 19 February.
‘For the first time in Greggs’ 83-year history you will officially be able to wear your Sausage Roll-loving heart on your sleeve and look like a snack thanks to our incredible new clothing range,’ Greggs noted.
Tasty by Greggs
The partnership will also see Greggs open a 130-seater Tasty by Greggs cafe in Primark’s flagship store in Birmingham on 12 February.
A boutique pop-up store in Soho, Central London, will preview the clothing collection from 17 February.
Greggs has recovered well after its business model was initially hammered by the COVID-19 pandemic.
Last month it raised its full-year profit outlook.
Primark is owned by Associated British Foods (AB Foods).
Ahead of Expectations
On 10 December 2021, AB Foods announced that trading at its Primark fashion business (which trades as Penneys in ROI) had been ahead of expectations in its new financial year, with improved like-for-like sales compared to the fourth quarter of its last year.
It noted that Primark, which trades from 400 stores in Europe and the United States but does not have an online operation, was managing disruption in its supply chain by prioritising products most in demand with the support of its logistics providers.