Primark prepares for Dubai Mall debut amid missile fire from Iran

Even as Iranian missiles score direct hits at adjoining hotels and office towers, the Dubai Mall is preparing to welcome Primark this week to its vast retail galleries.

Primark will open its largest Middle East store in the world’s busiest shopping emporium on Thursday, part of a three-store rollout with UAE partner Alshaya Group, employing a staff of 600, Arabian Gulf Business Insights reports.

Primark, a pioneer of bargain fast-fashion stores, will be sitting amid luxury boutiques operated by Prada, Gucci and Hermès.

Executives say prolonged instability could impede supply chains, but alternative routes and strong inventory levels are helping maintain operations for now.

Primark enters Mideast with fast-fashion stores in Kuwait, Dubai

Irish fast-fashion giant Primark will open its first stores in the Middle East, starting with Kuwait and Dubai, in partnership with Kuwait-based retail franchise operator Alshaya Group.

The brand will open an outlet at The Avenues Mall in Kuwait in October, followed by three in Dubai next year at Dubai Mall, Mall of the Emirates, and City Centre Mirdif.

Primark has 460 stores across 17 countries, mostly in Europe and the U.S. In addition to selling low-cost clothing, footwear and accessories, it produces licensed collections from Disney, Warner Bros., Universal and the NFL.

The timing is notable with the announcement of Disneyland Abu Dhabi this week, which is sure to set retailers scrambling to capitalize on merchandising opportunities.

Alshaya Group opened the UAE’s first standalone Disney Store in Yas Mall in March.