International fashion retailer Primark has confirmed the next phase of its expansion in the Middle East, following the successful opening of its first store in the region at The Avenues, Kuwait, in October 2025. The expansion is being delivered in partnership with Alshaya Group, one of the world’s leading international retail franchise operators, and will see Primark enter three additional Middle Eastern markets over the coming year.
With thousands of customers attending the opening event of the eagerly anticipated flagship Primark store in Kuwait last October, the retailer is now moving quickly to build on that momentum. Shoppers across the Gulf will soon have greater access to Primark’s unique value offering, spanning both the latest trends and everyday essentials at affordable prices across womenswear, menswear, childrenswear, home and beauty.
Primark has confirmed that this next phase will bring the retailer to 21 countries internationally by the end of 2026, strengthening its global footprint while reinforcing the Middle East as a key growth market.
Dubai launch marks major step for Primark’s regional growth
In partnership with Alshaya Group, Primark will open in the UAE with three stores in Dubai during the first half of 2026. The first Dubai store will open in Dubai Mall on Thursday 26 March, followed by openings at City Centre Mirdif in April and Mall of the Emirates in May.
This rapid three-store rollout in Dubai reflects both the region’s appetite for international fashion brands and the continued strength of Dubai’s retail ecosystem, which remains one of the world’s most dynamic environments for destination shopping and high-volume mall traffic.
Later in 2026, Primark is also set to open in two further new markets: Bahrain (City Centre Bahrain) and Qatar (Doha Festival City). Primark and Alshaya Group have also confirmed they will continue working together on plans for further expansion across the region in the coming years.
Eoin Tonge, Primark Interim CEO, said: “It’s been amazing to see the reaction to the opening of our very first store in Kuwait, which shows the potential of our brand in the Middle East. We are now delighted to announce the expansion of our franchise partnership with Alshaya Group with five stores due to open in 2026 in UAE, Bahrain and Qatar – beginning with Dubai Mall in March. Today is an exciting moment for us and our growth ambitions, as we move forward with plans to reach 21 countries.”
Alshaya Group strengthens its retail leadership
The partnership highlights the strategic role of Alshaya Group in bringing major global retail brands into the Middle East. First established in Kuwait in 1890, Alshaya Group is a dynamic family-owned business with a strong record of growth and innovation. Today, it is one of the world’s leading brand franchise operators, offering an unparalleled choice of more than 50 international brands to customers.
Alshaya Group’s portfolio spans the Middle East and North Africa (MENA), Türkiye and Europe, with more than 3,500 stores, cafes, restaurants and leisure destinations, alongside major logistics and food production operations. The company also operates over 125 online and digital businesses, including one of the region’s largest retail loyalty programmes, Aura.
With a workforce of more than 50,000 colleagues, Alshaya continues to expand its influence across multiple sectors including fashion, food, health and beauty, pharmacy, and hospitality and entertainment. Its portfolio includes brands such as Starbucks, American Eagle, Footlocker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, Primark, and Ulta Beauty.
John Hadden, CEO, Alshaya Group, said: “We are incredibly proud of working with Primark to bring this most anticipated brand to shoppers across the region, and we are looking forward to opening in three countries with five stores this year. This is just the beginning as we work with Primark to grow the brand, after such a fantastic first opening in Kuwait. Next stop Dubai in March!”
Global footprint expansion and focus on stores
After more than 55 years, Primark now operates more than 475 stores in 18 countries across the UK, Europe, the Middle East and the US. The retailer employs more than 80,000 colleagues globally and continues to scale through a store-first strategy built on physical retail experiences that attract millions of shoppers every week.
Alongside its expansion in the Middle East, Primark is also preparing to expand in its existing markets. This includes opening its first flagship store in Manhattan, New York, in Spring 2026, as the company continues to strengthen its presence in the US following its 10-year anniversary in the market last year.
Primark’s proposition remains rooted in great value without compromise—delivering affordable fashion and everyday essentials that are designed to last, while also focusing on driving positive change through efforts to extend the life of clothing, protect life on the planet, and support the livelihoods of the people who make its products.
With Dubai’s store openings now confirmed, followed by Bahrain and Qatar later in the year, the partnership between Alshaya Group and Primark marks one of the most notable retail expansion moves in the Gulf for 2026—and a clear signal that international brands remain highly optimistic about the region’s long-term consumer and retail growth.
