Primark completes Dubai hat-trick with Mall of the Emirates flagship opening
Landmark retail space expands offering across fashion and essentials categories
DUBAI – Primark has strengthened its presence in the UAE with the opening of its third store in Dubai at Mall of the Emirates, delivered in partnership with Alshaya Group.
The latest launch marks a rapid expansion cycle, with three store openings in Dubai achieved within just two months. The opening reinforces the retailer’s growing footprint across the region following its debut in Kuwait last year and subsequent entry into the UAE market earlier this year.
The launch event brought together senior representatives from retail and government bodies, highlighting the significance of the brand’s continued expansion in Dubai’s competitive retail landscape.
The store opening follows earlier debuts at Dubai Mall and City Centre Mirdif, further consolidating Primark’s presence across key shopping destinations in the city. With Mall of the Emirates now added to its portfolio, the retailer has completed what it has described as a Dubai “hat-trick” of store openings, underlining strong consumer demand for its affordable fashion and everyday essentials.
Primark Dubai
Located in one of Dubai’s most prominent shopping destinations, the new store occupies over 36,000 square feet of retail space on the ground floor of Mall of the Emirates. The layout has been designed as a modern and spacious shopping environment, offering a wide range of fashion, beauty, and lifestyle products across women’s, men’s, and children’s departments.
An additional 8,500 square feet is scheduled to open later in the year on the first floor, which will expand the total retail footprint and enhance the customer experience. Once fully operational, the store is expected to rank among Primark’s largest locations in Dubai. The store will also create employment for more than 400 colleagues, contributing to local job creation within the retail sector.
The opening was marked by a ribbon-cutting ceremony attended by representatives from Dubai Department of Economy and Tourism, Majid Al Futtaim, and retail partners, reflecting the collaborative nature of the expansion.
The store offers a broad assortment of products, including trend-led fashion pieces, everyday essentials, licensed collections, and the brand’s premium The Edit range. Positioned within Mall of the Emirates, the outlet benefits from high footfall and a strong mix of international and regional shoppers, further supporting Primark’s strategy of targeting key retail hubs across Dubai.
Regional growth
The Dubai expansion builds on Primark’s regional rollout strategy following its initial entry into Kuwait and subsequent UAE launches. The brand’s expansion into the Gulf forms part of a broader international growth plan driven in partnership with Alshaya Group, which operates more than 70 global brands across the Middle East, North Africa, Türkiye, and Europe.
Alshaya Group manages over 3,500 stores, cafés, restaurants, and leisure destinations, supported by more than 50,000 employees across its portfolio. Its operations also extend into digital commerce through more than 125 online platforms, including major loyalty programmes such as Aura. The group’s extensive retail infrastructure has played a central role in supporting Primark’s rapid rollout in the region.
Speaking at the opening, Alshaya Group CEO John Hadden highlighted the strength of the partnership and the strong response from customers across the UAE. He noted that the Dubai expansion reflects growing demand for accessible fashion and reinforced the company’s confidence in continued regional growth.
Primark’s international expansion director José Luis Martínez de Larramendi also pointed to the strong customer response since the brand entered the Middle East market. He indicated that further expansion is already planned, with new stores scheduled in Bahrain at City Centre Bahrain and Qatar at Doha Festival City towards the end of 2026.
The Mall of the Emirates opening represents Primark’s fourth store in the Middle East in less than a year, signalling an accelerated rollout strategy across the Gulf. With additional markets in Bahrain and Qatar already identified, the brand is positioning itself for sustained regional growth, supported by its partnership with Alshaya Group and established retail destinations across the region.