Primark Menswear Director departs to join NEXT

NEXT has appointed Steve Coates as its new Menswear Product Director, returning him to the retailer where he began his buying career. Coates, who is joining the retailer from Primark, will be taking over from Giles Vinning, who will reportedly be departing NEXT after almost 25 years.

Primark has confirmed that Coates has left his role, but NEXT has not yet made a public statement announcing the appointment or the exit of Giles Vinning. 

Coates returns to NEXT after 12 years at Primark

Coates spent more than 12 years at Primark, joining the Dublin-headquartered retailer in August 2014 as Head of Buying for Menswear. He became its Menswear Director in June 2023.

Before moving to Primark, Coates worked at George at Asda, serving as Buying Director between 2013 and 2014. He began his career at NEXT as a Senior Buyer in 1997.

Coates succeeds Vinning, who has been with NEXT for the last 25 years. He first joined the retailer in 2001 as a menswear casual shirt buyer, becoming Menswear Buying Manager in 2007 before taking on the role of Menswear Product Director in 2018. Prior to joining NEXT, Vinning has held positions at George at Asda, Reiss and Paul Smith. 

His departure ends a tenure that spanned NEXT's shift from a predominantly store-based chain to an international online platform selling its own products and third-party labels.

The appointment comes just a few days after ASOS named Jon Bennett to the role of Menswear Product Director for ASOS Design.

Bennett joined ASOS from NEXT, where he had served as Managing Director of NEXT Wholly Owned Brands since January 2025. He previously spent almost four years as Primark's Trading Director for Menswear.

NEXT raises its full-year profit outlook

In its latest trading update, NEXT reported full-price sales growth of 9.2% for the 13 weeks to 1 August 2026, compared with its forecast of 4%.

Sales exceeded the retailer's forecast by £70 million, comprising £19 million from the UK and £51 million from overseas markets. International online sales rose 36.9%, while total UK sales increased 2.8%.

NEXT attributed the result to warmer UK weather, returning demand in the Middle East and Northern Europe, and higher spending on profitable marketing.

The retailer further raised its full-year pre-tax profit guidance, adding £25 million to reach £1,243 million, representing annual growth of 7.3%.