Greggs has launched its first homewares collection, offering oversized cushions and beanbags modelled on the bakery chain’s most recognisable pastries.
The limited-edition range, produced in collaboration with beanbag retailer Icon, includes an extra-large Steak Bake beanbag, a sausage roll-shaped beanbag, a logo-printed recliner and a selection of pastry and takeaway-bag cushions. The collection went on sale online on Thursday and is being offered for a limited time.
The largest item is the extra-large Steak Bake beanbag priced at £89.95; it measures about 180 centimetres and is described by Greggs as large enough to accommodate two or three users. The XL Sausage Roll beanbag is 144cm by 53cm and retails at £69.95. Smaller soft furnishings include a Vegan Sausage Roll Cushion for £24.95, a Steak Bake Cushion for £19.95 and a Greggs Bag Cushion that resembles the chain’s blue-and-white takeaway bags for £19.95.
The Greggs recliner beanbag chair features the brand’s logo and a side pocket and is marketed as suitable for both indoor and outdoor use. The items are pre-filled and made from a water-resistant material, according to product descriptions on the retailer’s site.
Social media users responded quickly to the novelty drop, posting images and comments after the collection launched. "This is absolutely iconic behaviour," one user wrote, while another posted, "Finally, I can have a nap on a giant steak bake." Additional posts described the release as a fulfilment of a long-held wish and queried who designed the line. One commentator posted a calculation suggesting the XL sausage roll beanbag could fit the equivalent volume of hundreds of actual sausage rolls.
Greggs has previously expanded its product range beyond food with branded clothing and seasonal items, and the new homewares collection continues a trend of retailers turning signature products into novelty lifestyle merchandise. The company said the items would be available online only and for a limited period; stock availability and delivery options are listed on the product pages.
The launch adds to a wave of pop-culture merchandising that draws on familiar food designs, and it has drawn attention from the chain’s customer base as well as social media users. Greggs did not immediately provide sales figures or comment on how long the collection will remain available.
Retail details including price, measurements and material specifications are listed on Greggs’ online store. Customers interested in purchasing the items are advised to check the website for availability and delivery information.