Primark opens first store in Middle East via franchise partner

Budget retailer Primark has opened its first store in the Middle East as it plots a wider expansion across the region. The new location has been launched via a franchise partnership with Alshaya Group, making it Primark’s first franchise store.

Based at Grand Plaza, The Avenues, Kuwait, the retail space, serving as a flagship site, spans 60,000 square feet over two floors. Employing 350 staff, the store stocks a range of womenswear, menswear, childrenswear, home and beauty, as well as exclusive collaborations and the retailer’s premium range, The Edit.

The Kuwait location, which reflects Primark’s 18th international market, is the first of a string of new stores set to roll out within the region. Primark revealed it was also preparing for the opening of three stores in Dubai in early 2026, starting in Dubai Mall next March. Further sites are planned for City Centre Mirdif and Mall of the Emirates.

The decision to enter the Middle East comes as a response to increased demand from customers in the region, who are said to be “very familiar” with the brand in the UK and Europe. It further builds on the strategic partnership between Primark and Alshaya, initially announced back in September 2024. The duo have confirmed they will continue to work together in considering future stores for the Middle East.

Speaking on the potential of the partnership, Eoin Tonge, who became interim CEO for the retailer in March 2025, said: “With the strength of our brand and distinctive value proposition, combined with Alshaya’s deep market expertise and close partnership, we believe today represents and important and exciting new growth chapter."

Alshaya’s expertise in franchising is evidenced by the group's extensive portfolio of existing partnered brands. The company has worked with or currently works with the likes of H&M, Boohoo and Mothercare on operating stores in the Middle East, often specialising in aiding the brands in initial expansion plans for the region.