Greggs has opened its shop-in-shop in Primark’s Birmingham flagship.

The in-store cafe, named Tasty by Greggs, seats 130 customers and features a self-service coffee cart.

Decorations include a doughnut swing and flying sausage rolls in a quirky nod to Greggs’ best-selling treats.

The cafe marks the start of a collaboration between the two brands, which are also releasing a limited-edition clothing line and opening a pop-up store in London’s Soho.

The two brands have released an 11-piece clothing range, which will be available to purchase in 60 of Primark’s stores as well as at the pop-up.

The cafe will join a raft of other in-store experiences in the world’s biggest Primark, including a barber’s, beauty studio and Disney cafe.

Primark’s new business development director Tim Kelly said: “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 cafe 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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