LONDON: Morrisons, Britain’s fourth-biggest supermarket operator, has managed to increase its sales for the first time since December 2013, industry data for the last three months showed on Tuesday, outperforming its ‘big four’ rivals who suffered falls in an industry hurt by a price war and deflation.
New chief executive David Potts, a former top executive at bigger rival Tesco who joined Morrisons in March, saw sales rise 0.1 per cent in the 12 weeks to May 24, market researcher Ka Kantar Worldpanel said.
Tesco, Sainsbury’s, Asda have, like Morrisons, all been cutting prices and revamping stores in an effort to attract shoppers lost to discount rivals Aldi and Lidl, but saw their sales in the same period fall 1.3, 0.3 and 2.4 per cent respectively.
