LONDON: Associated British Foods plc today announced the appointment of Eoin Tonge as Primark Chief Executive.
The Group also announces the appointment of Filip Ekvall to the newly created post of Primark Chief Commercial Officer.
Eoin Tonge is appointed Primark Chief Executive with immediate effect, having served as Interim Chief Executive since 31 March 2025. Eoin brings significant strategic, commercial and financial experience to the role.
Eoin was appointed as a Director of ABF in February 2023 and as ABF Group Finance Director in April 2023, having previously been at Marks and Spencer Group plc, where he was Chief Financial Officer and Chief Strategy Officer. Prior to that, Eoin held senior positions at Greencore Group plc, including Chief Financial Officer, Managing Director of Greencore’s grocery division, and Chief Strategy Officer.
During his interim tenure, Eoin has developed and begun to implement a strategy to strengthen Primark’s customer proposition, including improving the product offer, sharpening value perception and enhancing digital and marketing capabilities.
Eoin will remain as a Director on the Board of Associated British Foods plc.
Filip Ekvall has been appointed to the newly created role of Chief Commercial Officer of Primark, reporting to Eoin, with effect from 1 September 2026. This new role of Chief Commercial Officer will bring together the product, retail, digital and customer functions to further integrate and strengthen Primark’s consumer proposition across channels and markets.
Filip has extensive knowledge of physical retailing and, in particular, experience of driving growth in a global clothing retailer. Filip brings almost 20 years of experience in international clothing retail, the large majority of which was at H&M Group. This included leadership positions in Europe, South Korea and the UK, culminating in his role as Global Director of Sales with responsibility for approximately 4,000 stores. Since January 2025, Filip has served as Chief Executive of international outdoor retailer BRAV.
George Weston, Chief Executive of Associated British Foods, said: “Following a comprehensive search process, I am delighted to confirm Eoin as Chief Executive of Primark. Over the past year he has demonstrated the leadership, judgement and consumer insight needed to enable Primark to capture the significant opportunities ahead. The changes he is implementing are at an early stage but are already having a tangible benefit in a challenging environment. I am confident that under Eoin’s leadership Primark will deliver good progress against our long-term ambitions.
Primark has grown into a business of global scale with differing needs across its markets. The creation of the role of Chief Commercial Officer, with a focus on the customer proposition, and Filip’s appointment, are important steps as we take this fast-moving international business forward.”
Michael McLintock, Chairman of ABF, said: “Eoin’s understanding of the business combined with his financial acumen and strategic clarity mean he has the right breadth of qualities and experience to develop and grow Primark. The Board is delighted to appoint him to the role. We are confident that the strengthened leadership team, with its complementary balance of skills, will bring renewed energy and drive improved operational performance.”
Eoin Tonge, Chief Executive of Primark, said: “I’m honoured to lead such a fantastic retailer into its next chapter of growth. Over the past year my belief in Primark has only grown. My priorities are to strengthen Primark’s core customer proposition of disruptive value leadership, enhance our digital engagement, pursue international growth and drive greater operational effectiveness and efficiency. I am excited by the opportunities ahead of us.
I am delighted to welcome Filip to the team, whose commercial experience will be invaluable as we continue to evolve our proposition.”