Primark has announced the appointment of Eoin Tonge as its new chief executive.

Tonge has been working as interim chief executive at the fashion retailer since March 2025, having previously held the roles of director and group finance director at Primark’s parent company Associated British Foods.

Prior to this Tonge worked for over two years at Marks and Spencer, where he was chief financial officer and chief strategy officer.

Tonge has also held senior roles at Greencore Group including chief financial officer and chief strategy officer.

During his interim tenure, Primark said Tonge 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.

He will retain his role as director of the board of Associated British Foods.

Primark also announced that Filip Ekvall has been appointed to the newly created role of chief commercial officer of Primark.

Primark said 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.

Ekvall will join the firm in September 2026 from Swedish sports clothing retailer Brav, where he worked as chief executive for almost two years.

Prior to this, Ekvall held several senior roles at H&M where he worked for over 17 years.

“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,” said Michael McLintock, chairman of Associated British Foods. “We are confident that the strengthened leadership team, with its complementary balance of skills, will bring renewed energy and drive improved operational performance.”

---