David Swann Lassche, Head of Sales at Primark Netherlands, is a visible and passionate advocate for LGBTQ+ inclusion and belonging. As a Senior Leader Network Sponsor for PRIDEmark, Primark’s LGBTQIA+ global colleague network, and a member of the company’s Inclusion and Community Impact Steering Committee, David champions initiatives that embed inclusion into business practice and brand culture. He secured funding for projects such as The Pride Academy for Pride Amsterdam, advancing LGBTQ+ education among Dutch youth, and, in partnership with colleague networks, is a regular speaker on internal panels and webinars promoting inclusive leadership. David has also led in-store Pride celebrations, introduced safe-space changing rooms, and strengthened representation across Primark. Externally, David has shared he and his husband’s personal story of becoming fathers through their surrogacy journey in leading media outlets and at major industry events. His leadership embodies authenticity, courage, and purpose, inspiring meaningful change across Primark and the wider retail industry.
