When participants of the ACROSS Study Tour 2025 visited Dubai last November, they had the opportunity to meet John Hadden, CEO of Alshaya Group, at Dubai Mall. Just a few months later, that same location is preparing to welcome a new international anchor: Hadden announced that Primark will open its first UAE store at Dubai Mall on 26 March.
The opening will be followed by two further stores in City Centre Mirdif and Mall of the Emirates – which also has been visited during the ACROSS Study Tour – later in spring 2026.
The Dubai rollout represents the next chapter of Primark’s Middle East journey, building directly on the highly successful opening of its first regional store at The Avenues, Kuwait, in October 2025. That debut marked several milestones at once: Primark’s first store in the Middle East, its first-ever franchise market, and its 18th international market globally.
From Kuwait to Dubai
The reaction to the Kuwait opening provided a strong proof point. Thousands of customers attended the launch at The Avenues, confirming the appetite for Primark’s combination of trend-led fashion and everyday essentials at accessible price points. At the time, Primark Interim CEO Eoin Tonge described the opening as “an important and exciting new growth chapter,” highlighting the strength of the brand when paired with Alshaya’s regional expertise.
That momentum now carries over to Dubai. The choice of three leading malls gives Primark immediate scale across different catchment areas and reinforces Dubai’s role as a regional showcase for international retail concepts. Reflecting on the next phase of the rollout, Alshaya Group CEO John Hadden states:
“This is just the beginning of a longer-term growth journey with Primark. We’re incredibly proud to be working with Primark, and this marks the beginning of bringing one of the most anticipated brands to shoppers across the region.”
Partnership at the core
For Alshaya Group, the Primark expansion sits within a much broader retail narrative. Founded in Kuwait in 1890, the family-owned group has grown into one of the world’s leading franchise operators, with a portfolio spanning apparel, food, health & beauty, home furnishings and leisure across MENA, Türkiye and Europe.
Hadden’s recent LinkedIn reflections underline the pace and breadth of that activity: from reopening Harvey Nichols Kuwait and celebrating 20 years of partnership with H&M – marked by lighting up the Burj Khalifa – to launching the region’s first Ulta Beauty store and the first Chipotle drive-thru outside North America. These milestones, achieved within a short period, illustrate the operational scale behind Alshaya’s growth and its focus on long-term brand building rather than short-term expansion.
Looking beyond Dubai
Overall, Primark’s UAE arrival is not an isolated brand launch, but part of a broader evolution of Middle Eastern retail – shaped by experienced franchise partners, global brands with clear value propositions, and destination malls that continue to set benchmarks for international retail expansion.
Beyond the UAE, Primark and Alshaya have confirmed future openings in Bahrain (City Centre Bahrain) and Qatar (Doha Festival City) by the end of 2026, with discussions continuing for further locations across the region. Globally, the retailer continues to expand after more than 55 years in business, now operating 475 stores worldwide and planning a flagship opening in Manhattan, New York, in 2026.
