Deliveroo Middle East and Alshaya Group announced a partnership on June 16, 2026, to make more than 10 global brands available for delivery in the UAE and Kuwait. The collaboration will initially feature beauty, home and kids items from names such as Boots, Bath & Body Works, Mothercare, Muji and Disney Store, broadening the platform’s retail selection. This initial launch is part of a wider rollout that will introduce additional brands over time, the companies said in a statement.
In the announcement, the companies said the partnership will allow customers to order from Alshaya’s portfolio of internationally recognised brands spanning personal care to toys and homeware directly on the Deliveroo app. The launch strengthens Deliveroo’s retail proposition by providing access to everyday essentials alongside its core food and grocery services. It also gives Alshaya Group access to Deliveroo’s established customer network for expanded reach across the two markets. Deliveroo Plus subscribers will receive rewards and free delivery on eligible orders from the new brands, according to the statement.
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. 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 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. This partnership supports our continued focus on growth, as we bring our customers even more ways to shop.”
Alshaya Group is a family-owned enterprise established in Kuwait in 1890. Company information places its operations at nearly 50 brands across 18 markets in the MENA region, Turkey and Europe, with thousands of stores plus a growing online business. Its portfolio covers health and beauty, home furnishings, apparel, food and leisure sectors. The group’s scale supports its ability to integrate multiple brands into the Deliveroo platform quickly.
A MarkNtel Advisors report projected the UAE quick commerce market to grow at a CAGR of 3.72 percent from 2026 to 2032. The assessment valued the market at around USD 154 million in 2026 and forecast expansion to USD 198.9 million by 2032. Factors cited include rising smartphone penetration, urban demand for fast delivery and digital retail platform development. The partnership fits within this environment by extending delivery options to non-food retail categories.
Market Data Forecast data shows the Middle East e-commerce market is expected to expand at a CAGR of 21.56 percent from 2026 to 2034. The figures place the sector at USD 2,794 billion in 2026 before rising to USD 13,319 billion by 2034. Government digital transformation initiatives in the UAE and other states have aided infrastructure improvements for online shopping and logistics. The Deliveroo-Alshaya tie-up aims to capitalise on such trends through established brand integration.
The announcement listed Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty, Dr. Vranjes and Disney Store among the first brands to launch. Disney Store items will be available exclusively through Deliveroo as part of the agreement. Additional brands from Alshaya’s portfolio will join in subsequent phases of the rollout. The statement indicated the initiative forms part of Deliveroo’s continued investment in the Middle East retail and e-commerce landscape.
