Rip-off merchants have opened a fake Primark store in Dubai, pirating the retailer’s image and selling lookalike goods.

The shop, in Bur Dubai on Bank Street, opened on Monday and Primark is assessing how to combat the copycat, United Arab Emirates newspaper The Nation reported. It has published a picture of the shop.

Primark told the newspaper: “We are aware that there is a store in Dubai that purports to be a part of our group.

“Primark does not operate any stores there and this is not, therefore, a legitimate Primark store. The company is considering its legal options as a matter of urgency.”

The opening provoked great excitement on social media in Dubai, where consumers thought the shop was genuine.

Primark, originally established in Ireland, is expanding fast internationally, but its overseas shops are in continental Europe.