Primark Names Keiron Birch Director of Womenswear Design, a New Role

LONDON – Primark has named Keiron Birch, who has antecedently worked with brands including Calvin Klein, Tommy Hilfiger and Abercrombie & Fitch, arsenic manager of womenswear design, a caller position.

Birch, who has 2 decades of acquisition leading team strategies and collections from conception to creation, volition beryllium astatine the helm of Primark's fashion, footwear and accessories plan teams, and beryllium successful complaint of originative absorption for each womenswear collections and products.

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The assignment comes successful the aftermath of investments that Primark has been making successful womenswear, including the motorboat of Primark Scene, a postulation aimed astatine younger shoppers.

The fast-fashion institution has besides expanded its Edit scope of elevated modern collections, and made a ample concern successful its main modern manner ranges. 

Mary Lucas, trading manager of womenswear astatine Primark, said, "Kieron's acquisition and passionateness for user trends and benignant volition marque him an invaluable summation to our squad arsenic we proceed to fortify our wide womenswear offering crossed the afloat plan spectrum including fit, worldly and however it performs erstwhile our customers deterioration and lavation it."

Birch said helium believes successful Primark's "value-led approach, and that radical shouldn't person to wage much to look and consciousness good. I spot large accidental successful combining worth with benignant to present mundane basics and trend-led manner astatine a terms radical want."

It's been a engaged twelvemonth truthful acold for Primark. 

In March, the retailer confirmed Eoin Tonge arsenic main executive. Tonge had been serving arsenic interim main enforcement since March 2025, and helium is besides a manager connected the committee of Primark's genitor company, Associated British Foods, a presumption helium retains with his caller appointment.

In his clip arsenic interim CEO, helium led customer-centric upgrades astir merchandise offerings, worth and integer and selling interaction points.  

As reported, Primark is acceptable to go a standalone institution aft Associated British Foods de-merges its nutrient and manner businesses this year. ABF's owners, Canada's Weston family, volition clasp bulk power of some businesses.

Going forward, Primark and the nutrient part volition each beryllium listed connected the commercialized companies class of the London Stock Exchange and, fixed their scale, ABF said some volition beryllium included successful the FTSE 100 scale of top-performing companies.