Owner of Penneys Primark puts faith in Irishman Eoin Tonge as permanent boss  

Mr Tonge has previously held key roles at M&S and Greencore

Associated British Foods (ABF) has named Eoin Tonge as the permanent boss of Penneys and Primark, ahead of a potential demerger of the high street fashion chain. 

Associated British Foods (ABF) has named Eoin Tonge as the permanent boss of Penneys and Primark, ahead of a potential demerger of the high street fashion chain. 

Mr Tonge stepped in as interim Penneys/Primark boss a year ago to replace the chain's previous chief executive, Paul Marchant, after Mr Marchant resigned over an allegation of inappropriate behaviour.

Mr Tonge was appointed a director of ABF in February 2023, and has served as ABF finance director since April 2023. Mr Tonge, who was also ABF's finance director, has now taken over the Primark role permanently with immediate effect.

"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," said Mr Tonge.

George Weston, chief executive of ABF, said: "Over the past year Eoin has demonstrated the leadership, judgment, 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."

Difficult Christmas trading

In its previous update in January, ABF warned over profits after sales across the discount clothing chain disappointed in "difficult" Christmas trading. The appointment also comes as the consumer giant deliberates over whether to spin off the Primark and Penneys business as part of a possible restructure.

In November, ABF, which also owns grocery brands such as Twinings and Ryvita, said it would review the structure of the group. Mr Weston said that the "size and complexity of Primark" means it may need a separate leadership to oversee the retailer.

A past pupil of Catholic University School in Dublin’s Leeson St, Mr Tonge graduated from UCD with a degree in engineering before moving into the world of banking with Goldman Sachs in 1994.

Over the next decade he worked in finance, treasury, and capital market roles in London, Hong Kong, and New York.

Mr Tonge returned to Ireland and became the group capital markets director at Greencore in 2006, holding various roles, where he was credited with leading several acquisitions and leading the group’s grocery division — shaping the firm’s "food to go" convenience food strategy.

Mr Tonge took up the role of chief financial officer and chief strategy officer at Marks & Spencer in June 2020, leaving the British retailer two years later to join ABF as finance director.

The Irishman will now be supported as Primark CEO by the appointment of Filip Ekvall in the new post of chief commercial officer. 

Penneys was founded by Dubliner Arthur Ryan, opening its first shop on Mary Street in 1969, and expanding to become a retail fashion powerhouse in the UK and beyond under the name Primark. Mr Ryan would continue to lead the group until stepping into the role of chairman in 2009, as Mr Marchant became chief executive. Mr Ryan died in 2019.

Mr Marchant resigned from the chief executive role in March 2025 following an incident related to "his behaviour towards (a woman) in a social environment". At the time, ABF said Mr Marchant co-operated with the investigation, "acknowledged his error of judgment and accepts that his actions fell below the standards expected by ABF".

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