Mirror Review
November 4, 2026
UK supermarket Asda has appointed former Morrisons chief executive David Potts as its new CEO, effective November 3, 2026, as the supermarket continues efforts to recover from years of sales and market-share declines. The retailer has faced pressure from falling sales, losses, and IT disruption following its separation from former owner Walmart. Although Asda reported its first like-for-like sales growth in more than two years in the period to August 18, sales fell 0.5% in the 12 weeks to October 4.
Asda’s new CEO appointment also marks a leadership transition. Allan Leighton, who returned to lead Asda in November 2024, becomes non-executive group chairman and will focus on the retailer’s long-term strategic direction. Leighton said Asda had stabilised and returned to some growth under its Formula for Growth strategy. He also described Potts’ experience as well suited to the next stage of its transformation. Potts will lead Asda as the retailer continues its recovery efforts.
Who Is David Potts, Asda’s New CEO?
David Potts, Asda’s new CEO, is a British retail executive who spent nearly 40 years at Tesco before becoming Morrisons chief executive in 2015.
Potts began his retail career at Tesco at the age of 16. He later led Tesco’s businesses in Ireland, the UK, and Asia before becoming Morrisons chief executive in 2015.
What Did Former Morrisons Boss David Potts Do at Morrisons?
Former Morrisons boss David Potts led Morrisons from 2015 to 2023. During his tenure, the supermarket was acquired by private equity firm Clayton, Dubilier & Rice (CD&R) in a deal valued at approximately £7 billion in 2021. Potts also oversaw a turnaround at Morrisons, giving him experience managing a major supermarket through a period of change.
Why Did Asda Appoint David Potts as CEO?
Asda appointed Potts amid continuing financial and sales challenges, including heavy debt, widening losses, and declining market share.
Asda reported a £989 million pre-tax loss for 2025, compared with £599 million in 2024. Asda also reported net debt of £3.1 billion at the end of 2025.
Asda’s sales performance has remained uneven in 2026. Like-for-like sales excluding fuel rose 0.2% in the seven weeks to August 18, marking its first growth in more than two years. However, sales fell 0.5% in the 12 weeks to October 4, while the retailer’s market share declined to 11.5%.
What Challenges Will Asda’s New CEO David Potts Face?
David Potts takes charge as Asda seeks to turn its recovery efforts into sustained growth. The supermarket faces declining market share, substantial debt, and competition from established retailers and discount chains such as Aldi and Lidl.
Asda’s separation from Walmart brought operational challenges, including disruption from its IT systems overhaul. The problems affected product availability and added to the retailer’s efforts to improve the shopping experience.
Asda has introduced price cuts and improvements to product availability as part of its recovery strategy. Although the retailer recently returned to sales growth, it still needs to demonstrate that the improvement can be sustained. Potts will be expected to build on these measures as Asda works to regain customers and strengthen its competitive position.
What Are David Potts’ Priorities as Asda Chief Executive?
In his appointment announcement, Potts highlighted customer value and improvements to the shopping experience.
Potts said:
“Providing value to families across the UK has always been in Asda’s DNA.”
Potts also stated:
“Christmas is upon us and the business has a clear focus on keeping Asda prices locked low at this important time for our customers.”
The remarks underline Asda’s focus on affordability and the shopping experience as the Christmas trading period approaches.
What Comes Next for Asda’s new CEO David Potts?
Asda’s new CEO David Potts takes charge as the supermarket seeks to regain market share and strengthen its performance. His focus on keeping prices low comes as Asda prepares for the crucial Christmas trading period.
With Allan Leighton remaining non-executive group chairman, the leadership transition provides continuity as Potts takes over. Asda’s performance in the coming months will indicate whether its recovery efforts can deliver sustained sales growth.
