Primark invests in Oxford Street store with Greggs cafe and vintage offer

The fashion retailer has launched its second shop-in-shop in collaboration with Greggs, opening a ’Tasty by Greggs’ in its London flagship.

The companies have worked together throughout this year to create a Greggs clothing range sold in Primark stores, as well as a Greggs cafe in its Birmingham store.

The cafe, which features doughnut tables, a sausage roll swing and a phone box with interactive games, aimed to be the “most Instagrammable Greggs in the world”.

The Oxford Street opening coincides with the launch of Primark’s third vintage offering in partnership with Wornwell by the Vintage Wholesale in the same store.

Primark opened two shop-in-shops in its Birmingham and Manchester stores last month, with future iterations under consideration.

Greggs property director Tony Rawson said: “Since opening our first Tasty by Greggs in February this year, it’s been brilliant to see fans enjoying the world’s biggest and most Instagrammable Greggs in Primark, Birmingham. Opening our second in Primark’s flagship Oxford Street East store will be yet another milestone in our wider London expansion, following recent openings at Leicester Square and Liverpool Street Station.” 

Primark business development director Tim Kelly added: “The latest addition to our suite of in-store experiences in our Oxford Street East store, customers can now enjoy a tasty sausage roll and coffee to refuel while browsing the Primark products they know and love – in addition to the branded and non-branded vintage items WornWell’s opening will also bring.”

WornWell by the Vintage Wholesale Company founder and director Riccardo Seaton said: “We’ve been overwhelmed by the positive reaction to our three WornWell concessions in Primark stores to date – we far exceeded our sales targets in our first full weeks of trading in Birmingham and Manchester, and Oxford Street East is off to a roaring start.

“Our upcycled sports sweatshirts, vintage 1980’s women’s dresses and Carhartt jackets are proving popular across all three stores, and in our first two days of trading in London we’ve seen our Burberry macs and Christian Dior ties – all of which are available at affordable price points – fly off the shelves. As a successful but relatively small independent company, our collaboration with Primark has enabled us to reach more customers and broaden the appeal of vintage clothing and we’re so excited about what the future holds.”

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