Associated British Foods plc announced that Eoin Tonge is appointed as Primark Chief Executive with immediate effect, having served as Interim Chief Executive since 31 March 2025. Eoin brings significant strategic, commercial and financial experience to the role. Eoin 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 Chief Financial Officer and Chief Strategy Officer.
Prior to that, Eoin held senior positions at Greencore Group plc, including Chief Financial Officer, Managing Director of Greencore's grocery division, and Chief Strategy Officer. During his interim tenure, Eoin 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. Eoin will remain as a Director on the Board of Associated British Foods plc.
Filip Ekvall has been appointed to the newly created role of Chief Commercial Officer of Primark, reporting to Eoin, with effect from 1 September 2026. This new role of Chief Commercial Officer will bring together the product, retail, digital and customer functions to further integrate and strengthen Primark's consumer proposition across channels and markets. Filip has extensive knowledge of physical retailing and, in particular, experience of driving growth in a global clothing retailer. Filip 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, Filip has served as Chief Executive of international outdoor retailer BRAV.
