Deliveroo Middle East has signed a strategic partnership with Kuwait-based retail franchise giant Alshaya Group to bring a portfolio of internationally recognized brands onto the Deliveroo platform across the United Arab Emirates and Kuwait, marking a significant expansion of the delivery company’s retail and e-commerce ambitions beyond food and grocery services.
The partnership will see more than 10 leading global brands become available through Deliveroo, spanning beauty, personal care, homeware, children’s products and toys, as the company accelerates its push into on-demand retail delivery.
The agreement brings together one of the Middle East’s largest delivery platforms and one of the region’s most influential retail operators. Alshaya Group, founded in Kuwait in 1890, operates more than 50 international brands across the Middle East, North Africa, Türkiye and Europe through a network of over 3,500 stores, restaurants, cafés and leisure destinations, supported by extensive logistics and digital operations.
Under the first phase of the rollout, Deliveroo customers will gain access to brands including Boots, Bath & Body Works, NYX Professional Makeup, Mothercare, Muji, Ulta Beauty and Dr. Vranjes. Disney Store products will also be available for delivery exclusively through Deliveroo, providing customers with a broader range of lifestyle, beauty and family-focused products through a single platform. The companies said additional brands will be added in future phases as the partnership expands.
The move strengthens Deliveroo’s growing “New Verticals” business, which focuses on retail categories beyond restaurant meals and groceries. The company has increasingly invested in partnerships across retail sectors as consumers embrace on-demand shopping and expect rapid delivery of everyday products alongside food orders. The latest agreement significantly broadens Deliveroo’s non-food offering in two of the Gulf region’s most competitive e-commerce markets.
Prashant Talwar, Director of New Verticals at Deliveroo Middle East, described the agreement as an important milestone in the company’s regional growth strategy. “This partnership with Alshaya Group marks an exciting step forward in our journey to bring customers even greater selection, value and convenience,” Talwar said. “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.”
He added: “This is just the beginning, and we look forward to building on this partnership by introducing even more brands in the future.”
For Alshaya Group, the partnership represents another step in its omnichannel expansion strategy, enabling customers to access some of its most popular brands through rapid delivery while expanding the retailer’s digital reach across the Gulf.
Rob Silsbury, Vice President of Marketing and eCommerce at Alshaya Group, said the collaboration would provide customers with a new shopping experience built around convenience and reliability. “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 said. “This partnership supports our continued focus on growth, as we bring our customers even more ways to shop.”
The companies said the partnership will provide customers with seamless access to everyday essentials beyond traditional food and grocery delivery while helping retail brands unlock new revenue opportunities and reach a broader customer base. The initiative also reflects Deliveroo’s continued investment in the Middle East’s rapidly evolving retail and e-commerce ecosystem, where demand for convenience-led shopping continues to accelerate.
Deliveroo Plus members will also benefit from additional rewards and free delivery on eligible orders, adding another incentive for customers to use the platform for non-food purchases.
Industry observers view the partnership as part of a wider shift across the Gulf, where delivery platforms are increasingly evolving into multi-category marketplaces offering everything from restaurant meals and groceries to beauty products, homeware and lifestyle goods. By combining Alshaya’s portfolio of global brands with Deliveroo’s last-mile delivery network, the companies are positioning themselves to capitalize on growing consumer demand for speed, convenience and integrated digital shopping experiences across the UAE and Kuwait.
