Primark opens first UAE store at The Dubai Mall, more to follow
Flagship spans 60,000 sq ft with 600 employees onboard
DUBAI – Primark has officially opened its first store in the UAE at The Dubai Mall, marking a significant milestone in the retailer’s international expansion.
The launch represents the brand’s second store in the Middle East and its 19th global market, following its debut in Kuwait in October 2025.
The opening was marked by a ribbon-cutting ceremony attended by John Hadden, Alison Milton, and Ghansham Pindoria, signalling the retailer’s formal entry into one of the region’s most competitive retail landscapes.
Flagship launch
Located in the heart of Dubai’s premier shopping destination, the new Primark outlet spans more than 60,000 square feet across a single floor. The store employs around 600 staff and introduces the brand’s value-focused retail concept to UAE shoppers, offering a wide selection of fashion and lifestyle products.
The flagship presents collections across womenswear, menswear, childrenswear, homeware and beauty, combining everyday essentials with trend-led designs. Customers can also explore exclusive collaborations with globally recognised brands such as Disney, NBA and NFL, alongside the retailer’s more premium range, The Edit.
The Dubai opening builds on Primark’s established reputation for offering affordable fashion at scale, a model that has attracted millions of customers globally. Founded in Ireland in 1969, the company now operates more than 470 stores across Europe, the United States and the Middle East, employing over 80,000 people.
Expansion plans
The Dubai Mall launch is the first of three planned store openings in the emirate. Primark, in partnership with Alshaya Group, is set to open additional outlets at City Centre Mirdif in April and Mall of the Emirates in May.
Beyond the UAE, the retailer is preparing to extend its footprint further across the Middle East, with new stores scheduled to open later this year in City Centre Bahrain and Doha Festival City. These additions will bring Primark’s total presence to 21 markets worldwide.
The expansion reflects a broader strategy to capitalise on growing consumer demand in the region’s retail sector, particularly within the affordable fashion segment. Dubai’s position as a global shopping hub is expected to play a central role in the brand’s regional growth.
Eoin Tonge, Chief Executive of Primark, described the UAE launch as a key step in the company’s international journey. He highlighted the strong performance of the Kuwait opening and emphasised the brand’s commitment to delivering accessible fashion to a wider audience in the Middle East.
John Hadden, CEO of Alshaya Group, noted that the Dubai store represents one of the most anticipated retail openings in the UAE in 2026. He confirmed that the partnership with Primark is set to expand further, beginning with the two additional Dubai locations scheduled over the coming months.
Alshaya Group, founded in Kuwait in 1890, operates more than 3,500 stores, cafes, restaurants and leisure destinations across the Middle East, North Africa, Türkiye and Europe. The company manages a portfolio of over 50 international brands and employs more than 50,000 people across its operations.
Primark in Dubai
Primark’s arrival in Dubai introduces a new competitive dynamic to the emirate’s fashion retail sector, particularly within the value-driven segment. The brand’s model, centred on affordability without compromising on variety, positions it to appeal to a broad customer base ranging from residents to international visitors.
With further store launches already scheduled and additional regional markets in sight, Primark’s presence in the Middle East is set to grow steadily in the months ahead.