Associated British Foods plc has appointed Eoin Tonge as Primark chief executive.
The group also announced the appointment of Filip Ekvall to the newly created post of chief commercial officer at Primark.
Tonge has served as interim CEO since 31st March 2025. The firm says he 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.
Tonge 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 CFO and chief strategy officer.
Prior to that, he held senior positions at Greencore Group plc, including CFO, managing director of Greencore’s grocery division, and chief strategy officer.
Meanwhile Ekvall will join with effect from 1st September 2026 to bring together the product, retail, digital and customer functions to further integrate and strengthen Primark’s consumer proposition across channels and markets.
Ekvall 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, he has served as CEO of international outdoor retailer BRAV.
“Over the past year [Tonge] has demonstrated the leadership, judgement and consumer insight needed to enable Primark to capture the significant opportunities ahead,” said George Weston, chief executive of Associated British Foods.
“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.”
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.
“I am delighted to welcome Filip to the team, whose commercial experience will be invaluable as we continue to evolve our proposition.”