Matt Heslop will head up the operation across 470 convenience stores in newly established Asda Express division

Asda has appointed Lidl chief operating officer Matt Heslop to its executive leadership team.

Asda has appointed Lidl chief operating officer Matt Heslop to its executive leadership team

Matt Heslop has swapped Lidl for Asda

In the new role, Heslop will lead Asda’s stores and depots operation, including the 470 convenience stores in its newly established Asda Express division.

Asda said Heslop’s experience in the convenience sector will be “particularly important” in helping to accelerate its Express division in the fast-growing £40bn convenience market.

He joins the retailer from Lidl, where he spent over 20 years in various senior operational roles, most recently as chief operating officer since 2017.

In addition, Matt Kelleher will begin work at Asda in July to oversee the retailer’s e-commerce and data functions. He will also lead the technology function once the IT separation from Walmart completes later this year.

Kelleher joins from Morrisons, where he was previously chief information officer.

Asda also announced it has been mutually decided that Simon Gregg, senior vice president of e-commerce and retail (south), will leave the business in July.  

It comes as Asda unveiled a £50m store upgrade programme last month, designed to improve the shopping experience for customers in its superstores.

As part of the programme, 50 larger stores will receive major upgrades, including the introduction of new in-store services and features. Work will be carried out in stores such as Coventry, Altrincham, Dundee and Charlton over the coming months.

Asda co-owner, Mohsin Issa said: “I’m delighted to announce Matt Heslop’s appointment to lead a critical part of our operation and drive the next stage of our growth journey.

“He is an experienced operator with a proven track record in managing substantial retail operations in a fast-growing company.

“Along with Matt Kelleher, who assumes the role of chief digital officer in July, these appointments further strengthen the leadership team as we continue to deliver against our strategy.”

He added: “I would also like to thank Simon Gregg for his contributions to the business. He has been an important part of the leadership team, and we wish him well in the future.”