Primark made a strong first impression in the UAE as its debut store at Dubai Mall attracted thousands of shoppers on opening day.
The launch quickly turned into one of the busiest retail openings in recent months, with crowds lining up hours before doors opened.
Huge queues and strong first-day sales
The first shopper reportedly joined the queue at 7am — three hours before opening — with more than 1,000 people lining up soon after.
By the end of the day, the numbers reflected the hype:
- 10,000 shoppers visited the store
- 80,000 items were sold
- 15,000 pairs of pyjamas and underwear were snapped up
The figures highlight strong demand for Primark’s value-driven fashion offering in the UAE market.
A major retail expansion in the region
Founded in Ireland in 1969, Primark has built a global reputation for affordable fashion across multiple categories.
The Dubai opening, launched in partnership with Alshaya Group, marks the beginning of a wider regional rollout, with more stores planned across Dubai and the Middle East in 2026.
The flagship Dubai Mall location spans over 60,000 square feet and is expected to employ around 600 staff, offering everything from womenswear and menswear to home and beauty products.
Strategy focused on scale and accessibility
According to Alshaya Group CEO John Hadden, the brand’s rapid expansion reflects confidence in both the product and the regional market.
Rather than testing demand, the focus is on scaling quickly and integrating Primark into everyday shopping habits across different customer segments — from tourists to families.
What shoppers can expect
The store features a wide range of collections, including collaborations with brands like Disney, NBA and NFL, along with Primark’s premium line, The Edit.
As seen globally, pyjamas remain one of the brand’s best-selling categories, a trend that continued during the Dubai launch.
The bigger picture
Primark’s strong debut signals growing appetite for affordable fashion in the UAE, especially as retail continues to expand with new concepts and international brands.
With more locations set to open, the brand is positioning itself as a major player in the region’s everyday fashion market.
