Greggs on Thursday unveiled its first-ever homewares collection, a limited-edition range of cushions and beanbags shaped like the chain’s best-known pastries and branded takeout items. The drop, produced in collaboration with beanbag retailer Icon, includes oversized novelty pieces and smaller cushions priced across a range aimed at fans of the UK bakery chain.
The headline pieces are an extra-large Steak Bake beanbag, 180 centimetres tall and priced at £89.95, and a 144cm by 53cm XL Sausage Roll beanbag on sale for £69.95. The range also features a Greggs-branded recliner beanbag chair with a side pocket, a Vegan Sausage Roll Cushion for £24.95, a Steak Bake Cushion for £19.95 and a Greggs Bag Cushion, modelled on the chain’s blue-and-white takeaway bag, for £19.95.
The products are made from water-resistant material and come pre-filled so they can be used indoors or outdoors, the retailer said. The collection is being sold exclusively online for a limited time.
Announcement of the novelty line prompted widespread reaction on social media, with users posting in praise and amusement. Several customers said they planned to add the beanbags to their Christmas lists; others praised the decision to translate signature menu items into home furnishings. One social media user called the launch “absolutely iconic behaviour,” while another wrote, “Finally, I can have a nap on a giant steak bake.”
Greggs, founded in Newcastle and known for its sausage rolls, pasties and baked goods, has in recent years expanded beyond takeaway food into branded merchandise and limited collaborations. The new homewares collection follows a string of novelty and seasonal product launches that have drawn attention to the company’s marketing and fanbase.
Retail details provided with the launch state the pieces vary in size and price to suit different living spaces and budgets. The firm describes the larger beanbags as capable of seating multiple people comfortably. The company and Icon did not give a timetable for how long the items will remain available online or whether they will be restocked after selling out.
The launch comes amid continuing public interest in branded and novelty home items from food and lifestyle brands, which retailers say can create social-media moments and drive limited-time sales. Greggs’ move into homewares underscores that trend by translating its signature products into soft-furnishing formats aimed at collectors and regular customers alike.