Deliveroo Middle East has entered into a partnership with Alshaya Group, an international retail franchise operator, to expand the availability of global retail brands on its platform across the UAE and Kuwait.
The collaboration will bring more than 10 international brands onto Deliveroo, spanning categories including beauty, personal care, homeware, kids, and toys. The move strengthens Deliveroo’s retail vertical beyond food and grocery delivery.
Alshaya Group, headquartered in Kuwait, operates a diverse portfolio of international brands across multiple sectors in the region. Through this partnership, several of its brands will now be accessible via Deliveroo, marking a broader expansion of the platform’s non-food retail services.
Brands included in the initial rollout include Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty, Dr. Vranjes, and Disney Store. Additional brands are expected to be introduced in the next phase of expansion.
The partnership supports Deliveroo’s strategy to broaden its retail proposition by offering customers access to everyday essentials beyond restaurant meals and groceries.
The company stated that the initiative enhances convenience by integrating multiple retail categories within a single delivery platform.
Prashant Talwar Director of New Verticals Deliveroo Middle East
“This partnership with Alshaya Group marks an exciting step forward in our journey to bring customers even greater selection, value, and convenience. By bringing a curated portfolio of globally loved brands onto Deliveroo, we are strengthening our retail proposition while continuing to evolve our offering beyond food and grocery. This is just the beginning, and we look forward to building on this partnership by introducing even more brands in the future.”
Rob Silsbury, Vice President – Marketing and eCommerce at Alshaya Group, remarked that, “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. This partnership supports our continued focus on growth, as we bring our customers even more ways to shop.”
The partnership reflects ongoing investment in the Middle East’s digital retail and e-commerce ecosystem, where platforms are increasingly integrating multi-category offerings to meet growing consumer demand for convenience and faster delivery services.
Deliveroo said that the collaboration also enables retail partners to expand their reach, generate new revenue streams, and engage a wider customer base across the UAE and Kuwait.
Deliveroo Plus subscribers will benefit from additional value, including rewards and free delivery on eligible orders, as part of the platform’s loyalty offering.
