Fashion retailer Primark has opened its first store in the Middle East, marking a major milestone in the value fashion retailer’s international growth strategy.
The new flagship store is located at Grand Plaza, The Avenues in Kuwait and launched in partnership with Alshaya Group, one of the region’s leading international retail franchise operators.
The opening represents Primark’s first ever franchise store and its 18th international market entry. Spanning more than 60,000 sq ft across two floors, the store employs 350 staff and drew thousands of customers to its opening event.
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Eoin Tonge, Primark’s interim CEO, said:“ We are delighted to be opening our doors in Kuwait’s The Avenues, a prime shopping destination to mark our first store presence in the Middle East. It’s exciting to see the initial reaction from customers who are finally able to get their hands on the affordable fashion and essentials we are known and loved for.
“Kuwait marks our first franchise market and our 18th international market globally, which we are delighted to open in partnership with the Alshaya Group. With the strength of our brand and distinctive value proposition, combined with Alshaya’s deep market expertise and close partnership, we believe today represents an important and exciting new growth chapter.”
The Kuwait store offers Primark’s full product range across womenswear, menswear, childrenswear, home and beauty, including a number of its well-known brand collaborations such as Disney and Spanish influencer Paula Echevarría.
Shoppers can also explore The Edit, Primark’s more premium fashion line.
John Hadden, CEO of Alshaya Group, said: “Since we announced our partnership with Primark a year ago, we’ve worked flat out to bring our first store to our customers here in our home country of Kuwait and the response has been truly amazing. We are incredibly proud of working with Primark to make this happen and today marks the beginning of bringing this most anticipated brand to shoppers across the region.”
Following today’s launch, Primark and Alshaya confirmed plans to open three additional stores in Dubai during the first half of 2026, beginning with Dubai Mall in March, followed by City Centre Mirdif and Mall of the Emirates. The partners will also explore further expansion opportunities across the Middle East.
The move comes as Primark continues to accelerate its global expansion. Earlier this year, the retailer celebrated ten years in the US and announced plans to open a flagship store in Manhattan in 2026. Primark now operates 475 stores across 18 countries in Europe, the US and the Middle East.
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