Irish textile discounter Primark has opened its first store in the Middle East and is planning further expansion in the region. The new location was opened as part of a franchise partnership with the Kuwaiti Alshaya Group. It is Primark’s first franchise store.
The flagship store is located in Grand Plaza, The Avenues, Kuwait. The sales area extends over 5,600 square meters on two floors. The store employs 350 people and stocks a range of women’s fashion, men’s fashion, children’s fashion, home textiles and cosmetics. Exclusive collaborations and the retailer’s premium collection, ‘The Edit’, will also be offered.
Kuwait is Primark’s 18th market. It is the first of several new stores to open in the area. Primark said it is also preparing to open three stores in Dubai in early 2026. The first will open next March at Dubai Mall. Further locations are planned in the City Center Mirdif and the Mall of the Emirates.
The decision to enter the Middle East is a response to increased demand from customers in the region. They are “very familiar” with the brand from the United Kingdom and Europe. It builds on the strategic partnership between Primark and Alshaya, which was announced back in September 2024. The two companies have confirmed that they will continue to work together as they explore future deals in the Middle East.
Eoin Tonge, who became the retailer’s interim chief executive officer (CEO) in March 2025, said of the partnership’s potential: “Thanks to the strength of our brand and our unique value proposition, we believe an important and exciting new chapter of growth begins today. This is made possible by Alshaya’s deep market knowledge and our close partnership.”
Alshaya’s expertise in franchising is evident in the group’s extensive portfolio of existing partner brands. The company has worked or is currently working with brands such as H&M, Boohoo and Mothercare to operate stores in the Middle East. It often specializes in supporting brands with their initial expansion plans for the region.
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