ABF confirms Eoin Tonge as Primark’s permanent chief executive
Associated British Foods has announced that Eoin Tonge has been appointed as Primark chief executive on a permanent basis.
Tonge has been heading up the fashion retailer on an interim basis since March 2025, having served as ABF group finance director since 2023.
Subscribe to TRBPrior to that, he worked at Marks & Spencer as chief financial officer and chief strategy officer.
He has also previously held senior positions at Greencore Group, including chief financial officer, managing director of its grocery division, and chief strategy officer.
George Weston, ABF chief executive, 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.
“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.”
ABF has also confirmed that Filip Ekvall has been appointed to the newly created post of Primark chief commercial officer, with effect from 1 September.
Reporting to Tonge, he will be tasked with bringing together the product, retail, digital and customer functions to further integrate and strengthen Primark’s consumer proposition across channels and markets.
Ekvall has almost 20 years’ experience in international clothing retail, mostly at H&M Group where his most recent position was global director of sales with responsibility for approximately 4,000 stores. Since January 2025, he has served as chief executive of international outdoor retailer BRAV.
Weston said: “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.
“I am delighted to welcome Filip to the team, whose commercial experience will be invaluable as we continue to evolve our proposition.”
