Primark’s Middle East Debut to Begin with Alshaya in 2025

International budget fashion giant, Primark, which has long dominated the retail scene across Europe, braces for its Middle East debut in partnership with the Kuwait-based multinational retail franchise operator, Alshaya Group.  

Following the announcement of the partnership in September 2024, Primark has officially confirmed that its first stores across the GCC will open before the end of this year, starting with The Avenues in Kuwait, followed by three prime locations in Dubai: Dubai Mall, Mall of the Emirates, and City Centre Mirdif – in early 2026.

This marks more than just another overseas expansion for the 460-store-strong Irish retailer. It signals Primark’s calculated leap into a region that is both value-conscious and experience-driven as well as one that’s increasingly defining what the next chapter of global retail looks like. 

Why Middle East and Why Now?

The GCC retail landscape is rife with a tide of young, fashion-savvy consumers with a keen eye for price and brand value, and an ecosystem where mall culture is not just alive but thriving. 

The choice of Alshaya as a partner is a strategic one. With 4,000+ stores across 18 countries and a proven track record of scaling international retail brands in the Middle East, Alshaya brings deep local knowledge of the region and operational muscle. Its COO, Steve Vickerstaff, had already hinted at big moves ahead in a 2024 conversation with IMAGES RetailME, saying Alshaya is “excited about introducing several new brands to the market,” including Primark. 

This underscored Alshaya’s shift from planting flags in new markets to doubling down on growth in regions where it already holds influence. “The vast majority of our revenues come from 10 brands and five markets,” Vickerstaff said, adding that “Saudi Arabia remains the most value-driven and challenging market” in the region, a telling comment that may hint at Primark’s next move.

Made in Europe, Localised for the Gulf

After building a solid foundation in the UK and Ireland, Primark spent the past two decades methodically entering and scaling in continental Europe and the U.S. In each case, it adjusted its strategy to suit local consumer behaviour from flagship stores in Spanish city centres to smaller U.S. mall stores, drawing on market and consumer behaviour. 

Its entry into the Middle East signals a similar pivot, combining its trademark low-cost, high-volume model with localised retail experiences, co-developed with Alshaya’s omnichannel capabilities.

Eoin Tonge, Interim CEO of Primark, said in the announcement, “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.”

Additionally, John Hadden, Alshaya Group CEO, echoed the sentiment, saying, “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.”

Primark’s value proposition has historically relied on streamlined supply chains, cost-efficient sourcing, and a wide product assortment, from trend-led fashion and homeware to licensed collections and premium collaborations like Rita Ora x Primark.

For its part, Alshaya Group brings unmatched regional scale and operational expertise. With a portfolio of over 70 brands, the Group is investing in sustainability, omnichannel tech, and customer loyalty, all critical for retaining success in the GCC.

In the Offing

If the upcoming Kuwait and Dubai stores resonate with regional shoppers, who increasingly expect affordable yet aspirational experiences, Primark could become a force to watch in Middle East retail.

With affordability becoming an ever-louder demand across GCC markets and global brands doubling down on value-focused formats, the Primark-Alshaya partnership is poised to become one of the most anticipated launches in the region’s retail calendar.

With the right mix of price, presence, and partnerships, Primark is arriving at just the right moment.