Analysis: How Morrisons blazed a grocery trail through the Covid crisis

Morrisons Swansea

Morrisons’ profits might have fallen over the past year, but the grocer’s chief executive David Potts painted a picture of a business that has used a period of unparallelled upheaval to readjust its priorities for the future.

The supermarket giant’s profit before tax and exceptional items was sliced in half to £201m during the 52 weeks to January 31, while it also tumbled out of the FTSE 100. But Potts’ response to both setbacks was unexpected. 

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few moments before your account is updated.