Affordable Fashion global giant Primark is finally making its much-anticipated entry into the Middle East, marking a bold step in its ambitious global expansion strategy. In partnership with Alshaya Group, one of the region’s most prominent retail franchise operators, Primark will launch its first stores in the UAE and Kuwait—bringing its popular, budget-friendly fashion to a brand-new audience hungry for affordable style.
This milestone not only represents a significant business move but also reflects a shift in the retail dynamics of the region. As consumer demand for accessible fashion continues to rise, Primark’s value-driven offerings are arriving at just the right time to meet changing preferences and economic expectations.
Partnership With Alshaya: A Strategic Alliance
At the heart of Primark’s regional launch is its strategic collaboration with Alshaya Group, a well-established name in Middle Eastern retail. Alshaya is known for operating international brands across fashion, food, health and beauty, pharmacy, and home furnishings. Its deep-rooted understanding of the Gulf’s consumer behavior and retail culture makes it an ideal partner to roll out Primark’s physical footprint across the region.
For Primark, this partnership ensures not only a smoother entry but also a highly localized retail strategy, tailored to meet the unique needs of the Middle Eastern market. With Alshaya’s operational expertise and Primark’s fast-fashion edge, this collaboration is set to redefine affordable shopping experiences in the Gulf.
Eoin Tonge, Interim CEO of Primark, voiced the company’s excitement, highlighting the opportunity to serve an entirely new customer base and expand Primark’s reach into a fast-growing and fashion-forward region.
Flagship Stores in Key Locations
Primark’s first Middle Eastern store is expected to open in Kuwait in October 2025, at The Avenues Mall—one of the country’s largest and most prestigious shopping centers. This will be followed by three flagship stores in Dubai, set to open in early 2026. These stores will be strategically placed in high-footfall, premier retail destinations: The Dubai Mall, Mall of the Emirates, and City Centre Mirdif.
These locations were carefully selected to align with Primark’s high-traffic retail strategy, ensuring visibility, accessibility, and a vibrant shopping experience. Each store will feature Primark’s signature wide aisles, well-organized product categories, and an inviting layout that caters to families, tourists, and young fashion-conscious shoppers alike.
John Hadden, CEO of Alshaya Group, remarked on the excitement already building among consumers, suggesting the buzz around Primark’s entry is growing by the day. According to him, shoppers in the region are more than ready to embrace the brand’s unique promise of great value and on-trend offerings.
Affordable Fashion That Speaks to Everyone
Primark has long been celebrated in Europe and beyond for making fashion accessible to the masses. Its pricing model, which prioritizes value without compromising on style or quality, is what sets it apart in an increasingly competitive global fashion landscape.
The Middle Eastern consumer, while stylish and brand-savvy, is also increasingly value-conscious—especially in the current economic climate. Primark’s pricing strategy directly speaks to this shift. Essentials such as basic t-shirts will start at just AED 15, while a pair of jeans will cost around AED 50. These price points are almost unheard of in many of the region’s premium malls and are expected to drive high footfall and repeat visits.
The product range will include men’s, women’s, and children’s fashion, as well as homeware, beauty products, accessories, footwear, and licensed merchandise—covering everything from casual wear to seasonal and trend-forward collections. Primark’s broad appeal makes it suitable for young adults, families, and fashion enthusiasts who love variety without the hefty price tags.
This balance of quality and affordability will likely resonate with expatriate communities, young professionals, and even tourists looking for stylish essentials at competitive prices.
Cultural Fit and Consumer Excitement
The Middle East is a unique market that values a blend of tradition and modernity. With fashion deeply embedded in its culture, particularly in cities like Dubai and Kuwait City, consumers here expect more than just attractive price tags—they want style, convenience, and relevance.
Primark has already built anticipation by speaking directly to regional preferences. Local influencers and shoppers have taken to social media to express excitement, creating a buzz that will likely snowball as the launch dates approach. From modest fashion selections to comfortable everyday wear suitable for desert climates, Primark is expected to offer culturally considerate collections that blend seamlessly with regional lifestyles.
Customer expectations are high, but so is Primark’s global track record. If the brand can effectively translate its value-first philosophy into a localized, culturally resonant experience, it stands to gain a fiercely loyal customer base.
More Than a Store: A Long-Term Vision
Though the immediate plan includes five stores across Kuwait and the UAE, this is just the beginning. Both Primark and Alshaya Group have hinted at broader plans for the region, possibly including markets like Saudi Arabia, Bahrain, Qatar, and Oman in the near future.
Primark currently operates more than 460 stores across 17 international markets, with recent expansions into the US and Eastern Europe. The Middle East represents its 18th and 19th markets, underscoring the company’s commitment to extending its global presence.
By establishing itself in iconic shopping destinations in the Gulf, Primark aims not just to sell products but to build a lifestyle brand that customers return to again and again. These first stores will serve as benchmarks for future growth and as flagships that introduce millions to the Primark experience.
A New Chapter in Regional Retail
As Primark prepares to open its doors in the Middle East, it does more than just enter a new market—it enters a new cultural conversation. It brings with it not just clothes and products, but an entire approach to retail that emphasizes accessibility, inclusivity, and smart spending.
In a time when consumers are more discerning than ever, a brand that offers style, value, and social relevance is exactly what the Middle East’s retail landscape needs. From stylish basics to trendy seasonal finds, Primark’s upcoming stores promise to deliver more than fashion—they promise a movement.
And if the early excitement is any indication, this is just the beginning of something big. The Middle East is ready. And Primark? It’s arriving in style.
