As part of the senior leadership team, Tonge will continue to serve on the Board of Associated British Foods (ABF), Primark’s parent company.
Associated British Foods chief executive George Weston 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.
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“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.”
Since his appointment as director of ABF in February 2023 and subsequent role as Group Finance Director in April 2023, Tonge has overseen strategies aimed at strengthening Primark’s customer proposition through changes in product offering, value perception, and digital capabilities.
His earlier experience includes roles at Marks and Spencer Group as chief financial officer and chief strategy officer, as well as senior positions at Greencore Group such as managing director of the grocery division.
Eoin Tonge 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.”
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By GlobalDataPrimark also announced the creation of a chief commercial officer position, appointing Filip Ekvall to the role from 1 September 2026.
In his new position, Filip Ekvall will report directly to Tonge. The new chief commercial officer role will integrate product, retail, digital, and customer operations across markets.
Ekvall brings experience from H&M Group where he held leadership roles in Europe, South Korea and the UK, most recently serving as Global Director of Sales overseeing close to 4,000 stores.
Weston said: “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.”
Primark is an international fashion retailer with more than 470 stores across 18 countries in Europe, the US and the Middle East, employing more than 80,000 colleagues.
In November last year, ABF started reviewing of its group structure aimed at “maximising long term value”, which may result in separating its clothing retail subsidiary Primark from its food operations.
