Primark Appoints Eoin Tonge as Permanent CEO Amid Potential Spin-Off

Eoin Tonge has been officially appointed as the permanent chief executive of Primark, the fast-fashion retailer, following a year serving in the role on an interim basis. The appointment, confirmed on Thursday, March 5, 2026, comes as Primark’s parent company, Associated British Foods (ABF), considers a potential demerger of the popular retail chain.

Succession Following Paul Marchant’s Departure

Tonge stepped into the interim CEO position last March after the resignation of Paul Marchant. Marchant’s departure followed an investigation into allegations of inappropriate behavior towards a woman in a social setting. ABF confirmed that Marchant cooperated with the investigation and acknowledged his actions did not meet the company’s standards .

Tonge’s Background and Experience

Prior to leading Primark, Tonge served as ABF’s finance director. His career includes significant roles at Marks & Spencer, where he was both chief financial officer and chief strategy officer. Before M&S, Tonge spent 11 years at Goldman Sachs, holding various finance positions in London, Hong Kong, and New York . He also held leadership positions at Greencore, including group capital markets director and managing director of its UK grocery division .

ABF’s Confidence in Tonge’s Leadership

George Weston, CEO of ABF, expressed his delight in confirming Tonge’s appointment, highlighting his demonstrated leadership, judgment, and consumer insight during his time as interim CEO. Weston noted that changes implemented by Tonge are already showing positive results despite a challenging retail environment .

Potential Demerger and Future Strategy

The appointment coincides with ABF’s evaluation of a potential demerger of Primark. Tonge has outlined his priorities for the future, focusing on strengthening Primark’s value proposition, enhancing digital engagement, pursuing international growth, and improving operational efficiency . Filip Ekvall has been appointed as Primark’s chief commercial officer to support Tonge in these efforts .

Key Takeaways

• Eoin Tonge is now the permanent CEO of Primark, after a year as interim CEO.
• The appointment follows the resignation of Paul Marchant due to allegations of inappropriate behavior.
• ABF is considering a potential demerger of Primark.
• Tonge’s priorities include strengthening value, digital engagement, international growth, and operational efficiency.