Primark has appointed former Calvin Klein Vice President of Europe Design, Keiron Birch, as its new Director of Womenswear Design.
The value retailer said that Birch brings “exceptional fashion authority and creative vision” to the new role, joining Primark at a time when the brand continues to “elevate its reputation for trend-led style, at amazing value.”
The announcement follows less than a week after the appointment of Lucy Slinger, previously Deputy CFO of IKEA franchisee Ingka Group, as Primark’s new Chief Financial Officer.
Birch, a Central Saint Martin’s graduate, has spent the last 20 years in senior design positions at the likes of Calvin Klein, Tommy Hilfiger and Abercrombie & Fitch.
In his new role, Kieron will be shaping creative direction for all womenswear collections and products, while also leading Primark’s fashion, footwear and accessories design teams.
According to the retailer, Birch’s appointment reflects its investment in womenswear, following the launch of its Primark Scene collection, which is aimed at younger shoppers, and its Edit range of elevated contemporary pieces.
Primark has also recently launched its second-ever TV ad, where it highlights its “famously affordable price points.”
Mary Lucas, Trading Director of Womenswear at Primark said: “Kieron’s experience and passion for consumer trends and style will make him an invaluable addition to our team as we continue to strengthen our overall womenswear offering across the full design spectrum including fit, material and how it performs when our customers wear and wash it.”
Keiron Birch as Director of Design at Primark commented: “I’m excited to join Primark at such a pivotal time for womenswear and the Primark business.
“I really believe in Primark’s value-led approach, and that people shouldn’t have to pay more to look and feel good. I see great opportunity in combining value with style, to deliver everyday basics and trend-led fashion at a price people want,” he added.
Primark expects to be separate from ABF by the end of 2027. Bosses said the break-up will result in around £75 million of one-off separation and transaction costs. Wittington Investments, the vehicle of Associated British Foods’ founding Weston family, is to keep majority stakes in both businesses.
Just prior to the announcement of Primark’s spin-off, in March, Eoin Tonge was confirmed as the retailer’s permanent CEO.
TheIndustry.fashion took an in-depth look at the key milestones the retailer has pursued since its launch.
