Walkthrough of Primark’s UAE Flagship Store with CEO John Hadden.
Dubai: There is something quietly bold about opening a 7,000-square-metre fashion store amid ongoing regional uncertainty.
At the brand-new Primark store in Dubai Mall—the first of its kind—racks are stocked, tills are ready, and 601 employees are poised for opening day. Outside, the world feels unsettled. Inside, it feels… almost normal.
Or perhaps deliberately so. “We’re very excited to open this particular store this coming Thursday,” John Hadden, CEO of Alshaya Group, told Gulf News while standing beneath the bright lights of the new Primark flagship.
The store is big. It is busy. And it is filled with clothes that feel soft to the touch—and, importantly, easy on the wallet.
Hadden is proudly wearing Primark from head to toe, trainers included.
It is, in retrospect, a remarkably efficient way to make a point. “I’m happy to shop here today dressed head to toe, including my trainers, in Primark,” Hadden said, brimming with cautious optimism.
The numbers are impressive: 601 staff members, 350,000 units of stock on the floor, 42 points of purchase, and multiple self-service checkout counters.
The store is set to open this Thursday at 10 a.m., in what Hadden quietly admits has been “a little bit more difficult” than anticipated. Yet, he stresses that Alshaya has spent 18 months preparing Primark for this moment, and a few turbulent weeks would not derail the launch.
Primark began in Dublin, Ireland, in 1969, where it still operates under its original name, Penneys. A subsidiary of Associated British Foods, the brand adopted the Primark name as it expanded internationally.
The model is simple: super-affordable prices, no discounting, no loyalty gimmicks—just a massive store filled with affordable clothes.
Kuwaiti retail conglomerate Alshaya Group has recently doubled down on growth, backing brands like Primark and Ulta Beauty while continuing to invest in its broader retail portfolio across the UAE and Gulf markets.
18 Months in the Making
Alshaya Group is one of the Middle East’s largest retail operators, managing dozens of international brands across the region, including Starbucks, H&M, American Eagle, Boots, COS, Charlotte Tilbury, and more.
“We’ve been planning this for 18 months,” said Hadden. “It’s been 18 months in the making—negotiating the agreement with Primark, deciding which stores to open and where, selecting the product. So, while the past few weeks have caused some disruption, we’ve found a way to get through it.”
The store was fully merchandised ten days ago, with stock arriving in the UAE more than a month before opening. In other words, the supply chain was largely in place well before recent challenges emerged.
The Dubai Mall outlet is officially a global flagship. Hadden said it carries the same range of products as any Primark worldwide—men’s, women’s, kids, lingerie, beauty, footwear, and home—and is launching the new spring collection simultaneously with Europe.
Given that most of the merchandise originates in Asia, Hadden noted, there’s even a possibility that Dubai could receive new collections before London.
“We’re hoping to launch at least on time, if not before Europe,” he said. “Because most of the product comes in from Asia, the idea is to align the launch—or even get ahead of Europe.”
Prices, Prices, Prices
T-shirts start from Dh15, men’s casual tops and shorts from Dh23, full pyjama sets for Dh75, and skinny jeans for Dh40. In Kuwait, where Alshaya opened its first Primark, the pyjama section sold out in just six days. “Primark told us about it,” Hadden said during an exclusive behind-the-scenes tour of the new store, “and we expected it to be popular, but not quite this popular.”
“The mantra is the best fashion at the best value,” he added. “If you consider the quality of the product, the style, and the prices—that’s what keeps Primark at the forefront of fashion.”
Checkout, Loyalty, and Stock
The Dubai Mall store features self-service checkouts—a system first introduced at Alshaya’s Primark in Kuwait—alongside more than 42 manned points of purchase across the floor. The goal is efficiency: find what you want, pay for it, and go.
Primark will also be integrated into Aura, Alshaya’s group-wide loyalty programme. Points earned in Primark function the same way as they do across other Alshaya brands.
On supply chain matters, Hadden is measured but candid. The stock currently on the floor arrived before recent disruptions, and for the next few weeks, Alshaya is confident it has sufficient inventory. Beyond that, contingency plans are in place, including alternative routing through Oman, transporting products from Jeddah, and air freight when necessary.
“At the moment, for the next few weeks, we’re fine,” he said. “If this situation continues, there will definitely be challenges—particularly in our food business with fresh produce. But for Primark and for this launch, we have all the best products ready.”
What’s Next for Alshaya?
The Dubai Mall opening is, in Hadden’s words, just the beginning. Primark stores at Mirdif City Centre and a third major Dubai mall will follow shortly—bringing the brand to three of the city’s largest retail destinations within weeks.
Beyond Primark, Alshaya is advancing the rollout of Ulta Beauty, the American beauty retailer, including a global flagship opening at Dubai Mall at the end of this week. Meanwhile, Chipotle, Raising Cane’s, and Shake Shack continue to expand across the region.
“We’re still committed to growing all the brands in our portfolio,” said Hadden. “Primark is a major growth driver for us, as is Ulta Beauty. And for our food brands—Chipotle, Raising Cane’s, Shake Shack—we’ll continue their expansion as well.”
On new brands, Hadden is measured: nothing to announce yet, but the search is ongoing. “We’re always looking at new brands, seeking to bring fresh options that meet the demands of our customers. More will come in the future, but nothing to share at this stage.”
The UAE Will Recover
On the broader context—the uncertainty, the disruptions, and whether now is the right moment to open a global flagship—Hadden offers perspective shaped by 25 years in Dubai.
“I’ve been in Dubai for 25 years, and I’ve seen all the ups and downs,” he said. “I believe Dubai will come back stronger. I truly believe that. And as a company, we believe it too. We’re very, very proud to be part of the UAE story.”
Primark Dubai Mall officially opens Thursday at 10 a.m.
