Primark has appointed Aston Banks as its new director of digital transformation.

Banks joins from Aldi, where he worked for 11 years, joining the retailer in 2019 as global digital propositions and services manager.

In that role, he was responsible for ensuring that Aldi Group remained competitive in all its global markets through the implementation of technology and commercial strategies.

In 2020, he was promoted to global service design director, where he built and led Aldi's design team, focusing on improving the customer experience and Aldi's technology experience.

From 2024, he was international director of customer experience, where he was responsible for the omnichannel experience and operations of the Aldi South Group on web and mobile; digital services, including Aldi Talk, Aldi Travel, Aldi Green Energy; and international customer services.

During his years at the German discount supermarket chain, Banks said he used new and innovative technologies to deliver Aldi's simple customer experience with industry-leading efficiency, saving costs, increasing margins and driving growth.

In a post published on LinkedIn, Banks ssaid that he had completed his first week in his new role at Primark.

“I have spent the week meeting my new colleagues in the international headquarters in Dublin, and have been blown away by the warm welcome,” he added.

Commenting on the new role, he added: “Primark has some exciting ambitions in digital and beyond and I'm thrilled to join the team and help in their digital journey.”

Primark recently announced its expansion with its first store in the Middle East at Grand Plaza, The Avenues in Kuwait, opened in partnership with Alshaya Group. The move marks the retailer's first franchise store and its entry into its 18th international market.

The flagship spans more than 60,000 sq ft of shopping space across two floors and will employ 350 staff. Thousands of customers attended the opening event, according to statements from the companies.

The Kuwait store carries Primark’s full range across womenswear, menswear, childrenswear, home and beauty, and includes a wide selection of the retailer’s brand collaborations, such as Disney and a collection with Spanish influencer Paula Echevarría. Shoppers can also explore The Edit, Primark’s more premium fashion line.

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