On June 16, 2026, Deliveroo Middle East and the Alshaya Group announced a new partnership that will enable residents in the UAE and Kuwait to order products from more than 10 leading international brands through the delivery platform. The collaboration focuses on categories including beauty and personal care, homeware, toys and children’s goods, marking an expansion of Deliveroo’s services beyond its core food and grocery business. Brands involved in the initial launch include Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty, Dr. Vranjes and the Disney Store, which will be available exclusively via Deliveroo.
Alshaya Group detailed the agreement in a statement published on its corporate media centre. The release indicated that the partnership represents the first phase of a wider rollout with more brands expected to join the Deliveroo platform in the coming months. Prashant Talwar, director of new verticals at Deliveroo Middle East, said in the announcement, «This partnership with Alshaya Group marks an exciting step forward in our journey to bring customers even greater selection, value and convenience.» He continued that by bringing a curated portfolio of globally loved brands onto Deliveroo the company is strengthening its retail proposition. Talwar added that this is just the beginning and the firm looks forward to building on the partnership by introducing even more brands in the future.
Rob Silsbury, vice president for marketing and e-commerce at Alshaya Group, said in the statement, «We are excited to partner with Deliveroo to bring our customers a unique way to experience our brands through a seamless and reliable delivery experience.» Silsbury noted that the partnership supports the group’s continued focus on growth as it brings customers even more ways to shop. The Kuwait-based company, founded in 1890, operates nearly 3,500 stores featuring approximately 50 brands across the MENA region, Turkey and Europe, according to its overview. It employs around 50,000 people and has expanded its online and digital business in recent years.
The partnership arrives amid projected growth in the GCC online delivery market. A PS Market Research report estimated the market at USD 19.2 billion for 2025 with expansion to USD 30.2 billion by 2032 at a 6.7 percent compound annual growth rate. Grand View Research data places the UAE online food delivery market at USD 2.51 billion in 2024 on track for USD 3.96 billion by 2030 with 7.4 percent annual growth from 2025. The companies aim to tap into this demand through the retail delivery initiative.
According to the press release, the first phase of the rollout makes Disney Store products available exclusively through Deliveroo in these markets. The announcement highlighted that customers can order a range of items from personal care to toys and home goods. It emphasised the promise of reliable service for these deliveries with added value for Deliveroo Plus subscribers including rewards and free delivery on qualifying purchases. Future phases are expected to bring additional brands from the Alshaya portfolio onto the platform. The companies positioned the collaboration as a way to meet evolving consumer preferences in the UAE and Kuwait.
The announcement from Alshaya Group highlighted that the partnership reflects Deliveroo’s continued investment in the Middle East and its role in the region’s evolving retail and e-commerce landscape. It will enable partners to unlock new revenue streams and reach a broader customer base in the two countries. Alshaya has a consistent record of growth and innovation as one of the leading brand franchise operators. The company brings an unparalleled choice of well-loved international brands to customers across multiple sectors. This latest step expands the ways in which those brands can be accessed.
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