Gail’s teams up with pyjama brand for bakery takeover

Gail’s Bakery has partnered with luxury pyjama brand Desmond & Dempsey, which is taking over its Portobello Road bakery for a merchandise launch.

The bakery said the partnership, which will run through September and October, was based on the two businesses “mutual love of slow mornings”.

It will include the launch of a limited-edition tea towel (rsp £20/two-pack) and apron (rsp £35) with an exclusive hand-painted print, as well as a takeover of the Portobello Road façade. The print will also feature on Gail’s bakery packaging across its 50 London sites.

Gail’s said reinventing the way Londoners think about their mornings, with fresh homemade bread in a neighbourhood bakery, has always been a key part of its mission.

It added that its ethos was closely aligned with that of Desmond & Dempsey, and that the new print combined their love of slow mornings.

“From the bakers and baristas in each Gail’s Bakery who make every morning that little bit more special, to celebrating the stress-free spirit of Sundays, the print embodies this sense of warmth in true Desmond & Dempsey style,” it added.

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