Primark stores boss Peter Franks is leaving the fashion retailer after a decade to join The Hoxton hotel group.

Franks has overseen Primark’s dramatic store expansion during his time at the retailer, as director of store development and design.

He has opened flagship stores such as those on Tottenham Court Road, Downtown Crossing in Boston and Gran Via in Madrid.

In his new role at The Hoxton, which is owned by Ennismore, Franks will oversee the group’s portfolio of hotels, including sites in Shoreditch and Holborn, in London.

The company also has hotels in Amsterdam and Paris, and is opening new locations in Chicago, Los Angeles and Williamsburg as it expands into the US.

Franks will not be directly replaced at Primark, but Mark Woods, who has been at the fashion giant since 2015, will take on his responsibilities in his new role as brand and store development director.