Primark debuts in Middle East as Kuwait store opens in Alshaya deal

It’s a big week for Primark as the ever-expanding fashion retail giant has just opened its first Middle East store. It’s located in Kuwait under its partnership with Alshaya Group.

The store has opened at Grand Plaza, The Avenues, with the Kuwait debut being its 18th international market entry.

Also as part of the Alshaya Group deal, three more stores will open in Dubai in early 2026, starting in Dubai Mall next March.

The retailer, which is headquartered in Ireland but owned by UK company ABF, said thousands of customers attended the opening event for the Kuwait flagship store that has over 60,000 sq ft of shopping space, set over two floors, with a staff of 350.

And the opening was also marked by the presence of Alison Milton, Irish Ambassador to UAE; George Weston, CEO of Primark parent ABF; and Mohammed Alshaya, executive chairman of Alshaya Group; alongside senior leadership from both companies.

The Primark brand already had strong name recognition in the Kuwait market with many shoppers there having encountered it while travelling abroad to the UK and other parts of Europe. Its value-priced trend pieces and essentials have proved hugely popular across both the fashion and home super-categories.

The store features all of its key categories including womenswear, menswear, childrenswear, home and beauty and will also feature a wide selection of Primark exclusive collaborations with mega-brands such as Disney or with Spanish influencer Paula Echevarria. Plus its more premium range, The Edit, will be available covering men’s, women’s, home, and now younger kids as well.

Interim CEO Eoin Tonge highlighted the store’s presence in “a prime shopping destination” and said that the brand’s strength “and distinctive value proposition, combined with Alshaya’s deep market expertise and close partnership” should be key as it expands in the Middle East.