Greggs takes a bite out of interiors with homeware range

Greggs is bringing its signature bakes to the sofa with a new homeware line that turns pastry fandom into full-blown lifestyle branding.

In a collaboration with interiors brand Icon, the bakery chain has launched a collection of cushions and bean bags inspired by its most iconic items — from the Steak Bake to the Vegan Sausage Roll.

The range, which dropped online exclusively via Icon this week, includes playful pieces like the £19.95 Steak Bake Cushion and a “Bag Some Joy” cushion designed to look like Greggs’ takeaway packaging.

The hero product? A 1.44-metre tall XL Sausage Roll Bean Bag (£69.95) and an even larger Steak Bake Bean Bag stretching 1.8 by 1.4 metres, priced at £89.95.

While this is Greggs’ first foray into homeware, the brand has already shown it’s not afraid to stretch into lifestyle territory. Back in 2022, its fashion collab with Primark sold out repeatedly, with logo-heavy hoodies, sliders, and bucket hats that blurred the line between fast food and fast fashion.

The move into interiors follows a broader trend of high-street names embracing brand fandom beyond traditional categories. Think Heinz’s ketchup-red loungewear or IKEA’s viral FRAKTA bag spin-offs. Greggs, with its cult following and pop culture caché, was arguably due.

“We’re excited to be venturing into the world of homeware for the first time,” said a Greggs spokesperson, calling the limited-edition collection “fun and unique.”

Practical details like water-resistant fabrics and snack pockets nod to usability, while the designs lean hard into the brand’s baked-good aesthetic.

Part novelty gift, part brand love letter, and unmistakably Greggs.

Food & Drink