The rolled sausage look – Greggs and Primark launch a fashion range

People walk past a branch of Greggs in Liverpool, Britain July 30, 2019. REUTERS/Phil Noble

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LONDON, Feb 9 (Reuters) – Fans of Greggs (GRG.L) branded sausage rolls and steaks will soon be able to look and eat their favorite snacks, after the British fast food chain has teamed up with Primark to launch a Greggs-themed fashion line.

Greggs, which also makes vegan snacks and sweet treats, said the partnership would see a limited edition collection of 11 pieces of Greggs-branded products, including hoodies, available at 60 Primark stores across the UK. United from February 19.

“For the first time in Greggs’ 83-year history, you’ll officially be able to wear your sausage-loving heart on your sleeve and look like a snack with our amazing new line of apparel,” Greggs said.

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A social media video of Greggs read, “We make tidy food, we make fashion. Together we’re unstoppable.”

The partnership will also see Greggs open a 130-seat ‘Tasty by Greggs’ cafe in Primark’s Birmingham flagship store on February 12.

A pop-up store in Soho, central London, will preview the clothing collection between February 17 and 18.

Raymond Reynolds, director of business development for Greggs, said his customers have continually asked for Greggs-branded clothing.

“So it’s great that together with Primark we can now offer our first official range across the UK,” he said.

Tim Kelly, director of new business development at Primark, said the retailer is keen to offer collections that customers cannot find anywhere else.

Greggs has recovered well after its business model was initially challenged by the COVID-19 pandemic. Last month, it raised its earnings outlook for the full year. Read more

Shares in Greggs were up 1.9% at 0900 GMT.

Primark is owned by Associated British Foods (ABF.L).

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Reporting by James Davey Editing by Paul Sandle and Mark Potter

Our standards: The Thomson Reuters Trust Principles.

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