Ireland-based fashion retailer Primark will proceed to open its first store in the UAE despite the heightened conflict in the region.

The flagship store is scheduled to open at Dubai Mall today (March 25), in partnership with Alshaya Group. 

This will mark the company’s second store in the Middle East, following Kuwait, with further regional expansion expected to be in Bahrain and Qatar.

Founded in 1969 in Dublin, Primark offers clothing, accessories, footwear, beauty products, and housewares at affordable prices. It has more than 470 stores across Europe and the US.

That same pricing strategy will be maintained in the UAE.

Primark’s entry into the market comes at a time when the region’s ongoing conflict prompts global brands to take a more cautious approach to expansion 

John Hadden, CEO at Alshaya Group, said the debut marks the beginning of a broader rollout across Dubai, with additional stores set to open at City Centre Mirdif and Mall of the Emirates in the coming weeks.

The company said it is fully stocked ahead of launch and has implemented contingency measures to cope with potential supply chain disruptions.