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Eoin Tonge has been appointed chief executive of Primark with immediate effect, while Filip Ekvall joins the retailer in the new role of chief commercial officer.
Tonge has served as interim chief executive since March 2025 and will remain a director on the board of parent company Associated British Foods (ABF).
His previous experience includes roles as group finance director at ABF and chief financial officer at Marks and Spencer. During his interim tenure, he has overseen a strategy focused on digital capabilities and product offering.
Meanwhile, Ekvall will join the firm on 1 September 2026. Ekvall, currently chief executive of outdoor retailer BRAV, previously spent 20 years at H&M Group, where he served as global director of sales.
In the newly created chief commercial officer role, he will integrate Primark’s product, retail, digital, and customer functions across its international markets.
The leadership changes follow a recruitment process led by the ABF board. The new structure is intended to address the operational needs of the business as it expands its physical and digital presence globally.
George Weston, chief executive of Associated British Foods, said: “Following a search process, I am confirming Eoin as chief executive of Primark. Over the past year he has demonstrated the leadership and consumer insight needed to enable Primark to capture the opportunities ahead. The changes he is implementing are at an early stage. The creation of the role of chief commercial officer and Filip’s appointment are steps as we take this international business forward.”
Michael McLintock, chairman of ABF, added: “Eoin’s understanding of the business combined with his financial acumen and strategic clarity mean he has the qualities and experience to grow Primark. We are confident that the strengthened leadership team will bring renewed energy and drive improved operational performance.”
Tonge concluded: “My priorities are to strengthen Primark’s core customer proposition of value leadership, enhance our digital engagement, pursue international growth and drive greater operational effectiveness. I am delighted to welcome Filip to the team, whose commercial experience will be invaluable as we continue to evolve our proposition.”
