diff --git a/.gitlab-ci.yml b/.gitlab-ci.yml
index 9e03ec5..589e425 100644
--- a/.gitlab-ci.yml
+++ b/.gitlab-ci.yml
@@ -19,7 +19,7 @@ build:images:
   before_script:
     - 'apk add --no-cache coreutils git make xz'
   script:
-    - 'make build-image save-image'
+    - 'make IMAGE_BUILD_OPTS="--pull" build-image save-image'
   artifacts:
     expire_in: '1 day'
     paths:
diff --git a/Makefile b/Makefile
index ac6ee8e..16310fb 100644
--- a/Makefile
+++ b/Makefile
@@ -20,6 +20,8 @@ ifneq ($(wildcard $(VERSION_FILE)),)
 	IMAGE_VERSION := $(shell cat '$(VERSION_FILE)')
 endif
 
+IMAGE_BUILD_OPTS :=
+
 IMAGE_TARBALL := $(DISTDIR)/$(IMAGE_PROJECT).txz
 
 ##################################################
@@ -35,7 +37,7 @@ all: save-image
 
 .PHONY: build-image
 build-image:
-	'$(DOCKER)' build \
+	'$(DOCKER)' build $(IMAGE_BUILD_OPTS) \
 		--tag '$(IMAGE_NAME):$(IMAGE_VERSION)' \
 		--tag '$(IMAGE_NAME):latest' \
 		--file '$(DOCKERFILE)' ./