Primark is rapidly expanding, recently announcing growth plans for Italy and now confirming its debut in the Middle East through a partnership with Alshaya Group. This strategic partnership, announced in September 2024, will see the first Primark stores opening in the Gulf Cooperation Council (GCC) before the end of the year, starting with Kuwait at The Avenues in October. The expansion will continue into early 2026 with openings in Dubai at the Dubai Mall, the Mall of the Emirates, and City Centre Mirdif.

The plan to open four stores in a relatively short period reflects Primark's ambition, considering the large size of its retail locations. Primark and Alshaya are also considering future stores in other markets across the region. Eoin Tonge, Interim CEO of Primark, expressed confidence in the region's potential, noting a strong existing customer base.

Primark currently operates over 460 stores across 17 markets, offering affordable fashion, beauty, and homewares. In addition to the Middle East expansion, Primark announced a €40 million investment in Italy, with five new stores planned for Rome, Biella, Perugia, and Naples. This investment follows a €50 million program in 2023 that added more stores, bringing the total number of Italian locations to 26.