Primark, known as Penneys in Ireland, has launched its first store in the Middle East at The Avenues shopping mall in Kuwait. This milestone marks the retailer’s entry into its 18th international market and its first franchise store.
To start with, the Kuwait store was opened in partnership with Alshaya Group, a leading international retail franchise operator. The two-floor store spans 60,000 sq. ft and employs 350 staff. Thousands of customers attended the opening, eager to shop for affordable fashion and essentials.
Eoin Tonge, Primark’s interim CEO since March 2025, said the store launch represents “an important and exciting new growth chapter.” He added that the brand’s strong reputation, combined with Alshaya’s market expertise, ensures a successful start in the Middle East.
In addition, the store features Primark-exclusive collaborations with global brands, including Disney and Spanish influencer Paula Echevarria. Customers can expect a wide range of clothing, accessories, and home essentials.
Building on this partnership, Primark entered into a strategic agreement with Alshaya in September 2024. As part of the plan, three more stores will open in Dubai in the first half of 2026. The first will launch at Dubai Mall in March, followed by City Centre Mirdif and Mall of the Emirates.
Looking beyond the Gulf region, next year will also see the launch of Primark’s first flagship store in Manhattan, New York. Primark currently operates three stores in the United States, including Virginia and Maryland, celebrating over 10 years in the country.
Historically, founded in Dublin in 1969 by Arthur Ryan as Penneys, the brand has grown to 475 stores across 18 countries in Europe, the US, and now the Middle East. The original Mary Street store in Dublin continues to operate successfully.
Moreover, the Kuwait launch underscores Primark’s international growth strategy and expansion into new markets. By leveraging local partnerships, the retailer aims to offer its value-focused model to a wider global audience.
Furthermore, Primark and Alshaya plan to explore additional stores in the Gulf region. Their collaboration focuses on sustainable growth, customer experience, and introducing Primark’s fashion offerings to Middle Eastern shoppers.
As a result, the Middle East launch reflects Primark’s commitment to combining global reach with localized retail strategies. Customers can now access Primark’s collections in a modern, high-traffic shopping environment, signaling strong growth potential in the region.
