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Asda appoints former Morrisons boss as chief executive as sales struggle
Asda has appointed former Morrisons chief executive David Potts to lead the supermarket with immediate effect, as it struggles to revive sales amid intense competition. Executive chair Allan Leighton, who has run the business since 2024, is stepping back to a non-executive role focused on long-term strategy.
Potts, 69, began his career at Tesco and led Morrisons from 2015 to 2023. Asda’s sales fell 0.5% in the three months to 4 October, and Aldi is close to overtaking it as the UK’s third-largest supermarket, with about one percentage point separating the two. Potts said he would focus on value and improving customers’ shopping experience; Asda employs 116,296 people.
In short
- David Potts takes over as Asda chief executive immediately.
- Asda sales fell 0.5% in the latest three-month period.
- Aldi is close to overtaking Asda as Britain’s third-largest supermarket.
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The strongest fair case each way — we don't pick a winner.
The case for
Appointing David Potts could bring Asda experienced leadership from a major supermarket and a clear focus on value and the customer experience. With sales slipping and Aldi closing the gap, a change at the top may help the company respond more quickly to competition and protect jobs by restoring its performance.
The case against
A change of chief executive does not by itself address the competitive pressures behind Asda’s sales decline, and a turnaround could take time while rivals continue to gain ground. Potts’s experience at Morrisons may offer useful lessons, but Asda’s circumstances are different, so there is no guarantee that his approach will work or that the leadership change will benefit shoppers and staff.