UPDATE: AB Foods confirms Tonge as Primark CEO amid review

Thu, 05th Mar 2026 13:01

(Alliance News) - Associated British Foods PLC on Thursday confirmed the permanent appointment of Eoin Tonge as chief executive of its Primark business, as the group continues to review the retailer's future within the group.

The London-based food, ingredients and retail group said Tonge takes up the role of Primark chief executive with immediate effect, having served as interim chief executive since March 31, 2025.

Tonge joined the AB Foods board in February 2023 and was appointed group finance director in April 2023. He previously held senior roles at Marks and Spencer Group PLC and Greencore Group PLC.

During his interim tenure, Tonge has begun implementing a strategy to strengthen Primark's customer proposition, including improvements to product offering and value perception. He will remain a director on the AB Foods board.

AB Foods also appointed Filip Ekvall to the newly created role of Primark chief commercial officer, effective September 1, 2026. Ekvall will oversee product, retail, digital and customer functions, reporting to Tonge.

Ekvall brings nearly 20 years of clothing retail experience, most of which was at H&M Group, where he most recently served as global director of sales with responsibility for around 4,000 stores. Since January 2025, he has been chief executive of outdoor retailer BRAV.

AB Foods Chief Executive George Weston said Tonge has demonstrated the "leadership, judgement and consumer insight" required to capture growth opportunities, adding that the creation of the chief commercial officer role reflects Primark's increasing global scale and complexity.

Chair Michael McLintock said the strengthened leadership team will bring "renewed energy and drive improved operational performance".

The leadership changes come as AB Foods continues to review the structure of the group, including the potential spin-off of Primark, following weaker trading at the fashion chain over the Christmas period.

Also on Thursday, AB Foods appointed Joana Edwards as chief financial officer, who had been acting as interim finance director since March 31, 2025.

Separately, chemical manufacturer Elementis PLC announced it has agreed to sell its pharmaceutical manufacturing business for around EUR34 million to AB Foods.

AB Foods shares were up 0.1% at 1,928.00 pence in London on Thursday afternoon.

By Eva Castanedo, Alliance News reporter

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