DUBLIN/LONDON – In a significant move that will reshape the regional retail landscape, Irish fast-fashion giant Primark has announced plans to open its first-ever stores in the Middle East, with locations confirmed in Kuwait and Dubai.
The expansion, set for 2025, will be executed through a strategic franchise partnership with the Al-Futtaim Group, a powerhouse conglomerate with a proven track record of operating major international brands like IKEA and Zara across the region.
This landmark entry marks Primark’s latest step in its global growth strategy, bringing its unique model of budget-friendly clothing, homeware, and beauty products to a highly lucrative new market. The announcement has generated significant excitement among consumers in the Gulf Cooperation Council (GCC) who have long been familiar with the brand through travel or social media.
“We are incredibly excited to be announcing our intention to launch Primark across the Middle East,” said Paul Marchant, Chief Executive of Primark. “The region is a dynamic and growing retail market, and we see a great opportunity for our amazing fashion at affordable prices. Our partnership with Al-Futtaim Group, a leader in regional retail, will be key to delivering a fantastic Primark experience for new customers in Kuwait and Dubai.”
The first stores are expected to be large-format locations, mirroring the company’s successful “destination store” model in other international markets. Shoppers can anticipate the brand’s hallmark wide aisles, expansive product ranges, and the much-loved “thrill of the find,” all at Primark’s signature low prices.
A Strategic Partnership for Success
For Al-Futtaim Group, adding Primark to its portfolio is a major coup. The company’s deep understanding of local consumer preferences and its extensive real estate and operational infrastructure will be crucial for Primark’s successful launch.
“We are proud to partner with Primark, one of the world’s leading retail brands, to introduce it to the Middle East,” said Stephen Rothenberg, Managing Director of Al-Futtaim Real Estate. “Primark’s strong ethical values, commitment to value, and unique in-store experience are a perfect fit for our region. We are confident that Primark will be warmly welcomed by customers and will become a key part of the retail scene in Kuwait, Dubai, and beyond.”
What Can Shoppers Expect?
While exact locations and opening dates are still to be finalized, the announcement confirms that the Middle Eastern stores will feature:
- The full Primark experience: A vast selection of womenswear, menswear, kidswear, lingerie, homeware, and beauty products.
- Popular collaborations: Collections featuring well-known brands and characters, such as Primark’s ongoing partnerships with Disney.
- In-store services: Potential for features like the Disney Café and Primark’s popular beauty studio, which have been successful in other markets.
The move is seen as a direct challenge to other value and fast-fashion retailers in the region and is expected to intensify competition. For Middle Eastern consumers, it promises to deliver a new and highly anticipated shopping destination, offering trend-led products without the premium price tag.
With the groundwork now laid, all eyes will be on Al-Futtaim and Primark as they finalize plans to bring the beloved brand to the heart of the Middle East.