REG - Assoc.British Foods - Appointment of Primark Chief Executive

Associated British FoodsAnnouncement

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RNS Number : 3931V  Associated British Foods PLC  05 March 2026

 

 

5 March 2026

 

Appointment of Primark Chief Executive

Associated British Foods plc ("ABF" or the "Group") today announces the
appointment of Eoin Tonge as Primark Chief Executive.

The Group also announces the appointment of Filip Ekvall to the newly created
post of Primark Chief Commercial Officer.

Appointment of Primark Chief Executive

Eoin Tonge is appointed 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.

Appointment of Primark Chief Commercial Officer

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.

George Weston, Chief Executive of Associated British Foods, 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.

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."

Michael McLintock, Chairman of ABF, said:

"Eoin's understanding of the business combined with his financial acumen and
strategic clarity mean he has the right breadth of qualities and experience to
develop and grow Primark. The Board is delighted to appoint him to the role.
We are confident that the strengthened leadership team, with its complementary
balance of skills, will bring renewed energy and drive improved operational
performance."

Eoin Tonge, Chief Executive of Primark, 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. My priorities
are to strengthen Primark's core customer proposition of disruptive value
leadership, enhance our digital engagement, pursue international growth and
drive greater operational effectiveness and efficiency. I am excited by the
opportunities ahead of us.

I am delighted to welcome Filip to the team, whose commercial experience will
be invaluable as we continue to evolve our proposition."

 

This announcement is made in accordance with UK Listing Rule 6.4.6(3)R.

 

For further information please contact:

Associated British Foods

+44 20 7399 6545

Joana Edwards, Chief Financial Officer

Lucinda Baker, Director of Investor Relations

Joe Carberry, Director of Corporate Affairs

 

Brunswick Group

+44 20 7404 5959

ABF@brunswickgroup.com (mailto:ABF@brunswickgroup.com)

Rosie Oddy

Emilia Smith

 

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