Primark confirms Eoin Tonge as CEO, announces ex-H&M Group director as CCO
Primark's parent company, Associated British Foods (ABF), has confirmed the appointment of Eoin Tonge as Chief Executive with immediate effect. The company also announced the appointment of Filip Ekvall to the newly created post of Chief Commercial Officer at Primark.
Tonge has been Primark's Interim CEO since 31 March 2025, following the departure of the precious Chief Executive Paul Marchant, who resigned over inappropriate behaviour.
Tonge's focus will be on strengthening the company's customer proposition by "improving the product offer, sharpening value perception and enhancing digital and marketing capabilities", according to ABF. George Weston, the Group's CEO, commented that the changes Tonge had been implementing were at an early stage but were already having a "tangible benefit in a challenging environment".
Tonge was previously finance chief for parent company Associated British Foods (ABF), which also owns grocery brands including Ryvita and Twinings, for close to two years before taking over the leadership position at Primark. Before that, he worked at Marks & Spencer as Chief Financial & Strategy Officer.
ABF has also announced the appointment of former H&M Group Global Director of Sales, Filip Ekvall, as CCO of Primark. Ekvall will be reporting to Eoin starting on 1 September 2026. The newly created role of CCO will combine the product, retail, digital and customer functions in an effort to strengthen Primark's consumer proposition across channels and markets, according to the parent company.
Ekvall spent 17 years with H&M Group in various leadership positions across Europe, South Korea and the UK. In his role as Global Director of Sales, he was responsible for 4,000 stores. Before joining Primark, he served as CEO of international outdoor retailer BRAV.
ABF also announced the appointment of Joana Edwards as Group Chief Financial Officer with immediate effect. Before joining Primark's parent company, Joana was Group Financial Controller at L’Oréal, having previously held a number of senior Finance Director roles across that group’s regions and business units.
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. 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."
Tonge added: "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."
In January 2026, Primark adjusted its financial outlook, despite growth in UK sales. This adjusted outlook was upheld earlier this month, when ABF reaffirmed its recent trading update for Primark.
The fast-fashion retailer, which remains ABF’s largest division, delivered revenue of £3.5 billion over the period, with an increase in sales across the US and UK offset by a slight decline in sales across Europe.
