Greggs inspires quirky new homewares rebrand

A North East homewares company is enjoying a high-profile partnership with a national baker.

Bazaar Group, based in Cramlington, Northumberland, has teamed up with Greggs to launch limited edition bean bags inspired by the bakery’s sausage rolls, steak bakes and vegan options. 

Bosses say the collaboration marks the first major step in Bazaar Group’s transition to its new consumer-facing brand, icon.

They add the limited-edition Greggs x icon collection carries the new label, reflecting plans to phase out the beanbagbazaar.co.uk name and position the business as a broader interiors and comfort brand.

Duncan Smith, interim chief executive, said: “icon is at an exciting point in its journey. 

“This collaboration with Greggs is a bold way of showing how relevant and creative the brand can be, while staying true to our values of comfort, accessibility and design. 

“We have new leadership in place and with continued investment, we’re focused on building icon into one of Europe’s leading homeware brands. 

“As we strengthen our presence in the UK and across Europe, collaborations like this demonstrate both our ambition and our ability to surprise the market.”

A Greggs spokesperson added: “We’re excited to be venturing into the world of homeware for the first time, and partnering with icon to launch our limited-edition Greggs Icons range. 

“From cushions to gaming chairs to XL bean bags, it’s a fun and unique collection that’s guaranteed to turn heads!”

Founded in 2005 by Jayne Dolder from her kitchen table, Bazaar Group has grown from a kitchen-table operation into a £20 million turnover business, supplying stylish bean bags and home comfort products to the UK and Europe. 

The company has expanded its operations to a 50,000sq ft headquarters in Cramlington, as well as a site in Hamburg, Germany, to meet international demand.

Recent investment, including £10 million from Comhar Capital and a £250,000 rebrand led by new chief brand and product officer Beth Hazon, underlines the company’s ambition to evolve beyond bean bags into a wider range of interiors products, while at the same time maintaining its North East roots.

Beth added: “Partnering with Greggs on this idea made perfect sense. 

“Two North East icons creating an iconic range for your homes. 

“We’re both about putting a smile on people’s faces. 

“Turning bakes and sausage rolls into home comforts? Yes, please. 

“That’s the kind of laughs we’re here for.”

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