The company is pressing ahead with its long-anticipated debut in the UAE, opening its first-ever store in the market this week despite heightened geopolitical tensions across the region.
The value fashion retailer will officially open its flagship outlet in Dubai Mall on Thursday, marking a significant milestone in its international expansion and a major moment for the UAE retail sector.
This will be the brand’s second store in the Middle East, after a Kuwait outlet was opened last year. Further regional expansion is expected across Bahrain and Qatar.
Alshaya Group, one of the largest franchise operators in the Middle East, is bringing Primark to the region and already works with a wide portfolio of global brands across retail, F&B, health and hospitality.
Primark’s entry into Dubai comes at a time when some global brands are taking a more cautious approach to expansion amid regional uncertainty. However, the retailer is moving forward with confidence, underlining both the resilience of Dubai’s retail landscape and the strength of demand for affordable fashion.
“We are incredibly proud to be opening our very first Primark store in Dubai Mall this Thursday, the most anticipated retail opening in the UAE in 2026,” said John Hadden, CEO at Alshaya Group.
