Fashion and food are being brought together like never before.
Legendary bakery Greggs - loved by millions for its sausage rolls and innovative vegan sausage rolls - has chosen Birmingham as the base for an exciting BIG new venture.
And it’s teamed up with the city’s biggest Primark store in the world to present - the world’s biggest Greggs!
It comes with a cafe called Tasty that will be situated in Primark on Birmingham city centre High Street.
Gregg’s is also launching a limited edition clothing range which will be available at the city centre store - and its outlet at The Fort.
Primark fans may have noticed a few hints about the collaboration over the weekend when fashion mannequins dressed in vegan sausage rolls and steak bakes were spotted in window and in-store displays.
Items from the Greggs menu also appeared on Primark’s social media channels in a further cryptic tease to fans.
Confirming the rumours, both brands announced the partnership this morning in a video posted on social media, revealing a new clothing range and a ‘Tasty by Greggs’ unique cafe experience.
What is Tasty by Greggs?
The collaboration will see the world’s largest Primark in Birmingham play host to the world’s largest Greggs with the launch of a new cafe.
‘Tasty by Greggs’ will boast 130 seats and will open its doors in Primark’s Birmingham store 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, spot flying vegan sausage rolls, 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 offering 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.
First official Greggs clothing range
Greggs will also launch its first official clothing range in partnership with Primark.
The limited edition 11-piece clothing collection will be available in 60 Primark stores across the UK from Saturday 19 February.
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 as it finally puts its name officially to clothing and accessories.
More details of what will be included in the range will be shared leading up to the launch date.
To give fans a sneaky first look, Greggs and Primark will be opening an exclusive boutique in London which is accessible by bookable appointment only.
Located in Dean Street in Soho, from 17 to 18 February, the pop-up will offer 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.
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 Thursday 10 February.
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.
What has Greggs said about its new clothing line in its own words?
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.”
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