Primark's Middle East expansion is officially underway. The UK high street fashion retailer has announced a franchise partnership with Kuwait-based Alshaya Group to bring its affordable clothing range to GCC consumers — a move that signals one of the most anticipated retail arrivals in the region in years.
Alshaya Group to Introduce Primark Stores Across the GCC
Alshaya Group CEO John Hadden welcomed the deal, stating: "We are looking forward to the opportunity to introduce Primark's stores to the region: many consumers in the Middle East have been waiting for Primark, and we will focus on building a successful partnership which would recreate the atmosphere of its stores."
The Kuwait-based retail franchise operator is one of the region's most prominent players, managing dozens of international brands across the Gulf. Its partnership with Primark positions it to deliver the brand's signature in-store experience — a key part of Primark's business model, which relies entirely on physical retail rather than e-commerce.
About Primark: 55 Years of Affordable Fashion
Founded 55 years ago in Dublin, Ireland, Primark now operates more than 450 stores across 17 countries. The retailer has built its global reputation on offering budget-friendly clothing, everyday essentials, and trend-led apparel at accessible price points — a model that has proved enormously popular across Europe and the Americas.
The GCC represents a major new market for the brand. Regional shoppers familiar with Primark from travels to Europe and the UK have long called for a local presence, and this Alshaya partnership is the answer.
What the Primark Middle East Expansion Means for Shoppers
For UAE and Kuwait consumers, the arrival of Primark through Alshaya Group means access to the full range of the retailer's womenswear, menswear, childrenswear, home, and beauty lines — without the need to travel abroad. Primark's price positioning stands out in a Gulf retail landscape dominated by premium and mid-market brands.
The partnership marks a significant milestone in Primark's international growth strategy, as it targets new markets across the Gulf Cooperation Council and continues to expand its global footprint beyond its established European strongholds.
