Wedoany.com Report on Mar 9th, British fashion retailer Primark has officially appointed Eoin Tonge as its Chief Executive Officer and established the role of Chief Commercial Officer, to be filled by Filip Ekvall, in order to strengthen its international business development.

George Weston, CEO of Primark's parent company Associated British Foods, stated: "Following a thorough process, Eoin is confirmed as CEO of Primark. Over the past year, he has demonstrated the leadership, judgement, and consumer insight necessary to seize opportunities. The changes he has implemented, though early, are already yielding benefits. Under Eoin's leadership, Primark will make progress towards its long-term goals."

Since joining the ABF board in February 2023 and taking on the role of Group Finance Director in April 2023, Eoin Tonge has overseen the strategy to enhance Primark's customer proposition through product, value, and digital capabilities. He previously served as Chief Financial Officer and Chief Strategy Officer at Marks and Spencer Group and held senior positions at Greencore Group.

Eoin Tonge said: "I am honoured to lead this retailer into a new phase of growth. Over the past year, my belief in Primark has strengthened. The top priorities are to reinforce the core customer proposition of value leadership, enhance digital engagement, pursue international growth, and drive operational efficiency. I am excited about the opportunities ahead."

Primark also announced that Filip Ekvall will assume the role of Chief Commercial Officer from September 1, 2026, reporting directly to Tonge. This newly created role will integrate product, retail, digital, and customer operations. Ekvall brings experience from the H&M Group, having held leadership roles in Europe, South Korea, and the UK, most recently overseeing nearly 4,000 stores.

Weston noted: "The creation of the Chief Commercial Officer role, focused on the customer proposition, along with Filip's appointment, are important steps in moving this international business forward." Primark operates over 470 stores across 18 countries in Europe, the US, and the Middle East, with more than 80,000 employees. Last November, ABF initiated a review of the group's structure, which could potentially separate Primark from its food businesses.