International fashion retailer Primark has confirmed plans to enter the Middle East market, partnering with leading retail franchise operator Alshaya Group. The move marks a significant milestone in Primark’s global expansion strategy and underscores the growing importance of the Gulf Cooperation Council (GCC) region for international brands.
Primark and Alshaya Group will open the first Middle East store at The Avenues in Kuwait this October. This will be followed by three additional stores in Dubai, with locations at Dubai Mall, Mall of the Emirates, and City Centre Mirdif set to open in early 2026. In total, four stores are planned across Kuwait and the UAE in the initial phase, with both companies evaluating further expansion opportunities in other GCC markets.
The partnership leverages Alshaya Group’s extensive experience in retail franchising, providing Primark with established local market knowledge and operational infrastructure. This franchising approach is expected to:
- Accelerate Primark’s entry into the region’s competitive retail landscape.
- Reduce operational risks while maintaining global brand standards.
- Enable rapid scaling and adaptation to local consumer preferences.
Eoin Tonge, Interim CEO of Primark, stated, “We’re excited to be taking the next step in our global expansion journey, creating new stores for more customers to enjoy shopping with us. It’s fantastic to be preparing for our first stores to arrive in the Middle East in partnership with Alshaya Group. We know there is already a strong cohort of shoppers ready and waiting for us, and we believe the wider region holds a lot of potential for Primark and our value proposition. We can’t wait to bring them their first Primark later this year in The Avenues, Kuwait, before we continue to expand with more stores planned for Dubai next year.”
Eoin Tonge, Interim CEO of Primark
John Hadden, CEO of Alshaya Group, added: “Since we announced our partnership a few months ago, we’ve seen how excited our customers are for Primark’s fantastic stores to open in the region. We are incredibly proud of our partnership with Primark, and we are all looking forward to the much-anticipated first stores in the next few months.”
John Hadden, CEO of Alshaya Group
Primark was founded in Dublin, Ireland, 56 years ago. Operates over 460 stores across 17 international markets. Offers a wide range of affordable fashion, homeware, and beauty products. Known for collaborations with global celebrities and premium collections. Industry observers expect Primark’s entry, facilitated by the franchising partnership with Alshaya Group, to intensify competition in the Middle East’s fashion retail sector. The collaboration is poised to introduce Primark’s value-driven retail concept to a new audience, with further regional expansion likely as both companies explore additional opportunities.
