Primark has launched its first store in the Middle East at Grand Plaza, The Avenues in Kuwait, opening in partnership with Alshaya Group and marking the retailer’s first franchise store and 18th international market entry.

The flagship spans more than 60,000 sq ft of shopping space across two floors and will employ 350 staff. Thousands of customers attended the opening event, according to statements from the companies.

The Kuwait store carries Primark’s full range across womenswear, menswear, childrenswear, home and beauty, and includes a wide selection of the retailer’s brand collaborations, such as Disney and a collection with Spanish influencer Paula Echevarría. Shoppers can also explore The Edit, Primark’s more premium fashion line.

Eoin Tonge, Primark’s interim chief executive officer, 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.”

John Hadden, Alshaya Group’s chief executive officer, 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.”

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 companies said they will continue to evaluate further locations across the Middle East.

The move extends Primark’s international footprint following its ten-year anniversary in the United States earlier this year and 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.

---