Associated British Foods (ABF), parent company of Primark, has named Eoin Tonge as the apparel retailer’s CEO, making permanent the job he has held since March 2025. Additionally, Filip Ekvall has been appointed to the newly created role of Chief Commercial Officer (CCO) at Primark, effective Sept. 1, 2026.
ABF is reportedly considering whether to spin off Primark as its own company, and the CCO appointment may be a prelude to such a move: “Primark has grown into a business of global scale with differing needs across its markets,” said George Weston, CEO of ABF in a statement. “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’s experience includes C-level finance and strategy roles at Marks & Spencer. During his interim tenure, he has developed and begun to implement strategies to strengthen the Primark customer proposition, including improving its assortment, sharpening the value perception and enhancing digital and marketing capabilities.
Ekvall, who will report to Tonge, brings nearly two decades of experience in international clothing retail, mostly with H&M Group. Since January 2025, he has served as President of international outdoor retailer Brav.
Primark U.S. President Kevin Tulip shared plans for the retailer’s U.S. growth in October 2025.
