Keith Nesbitt

It has nothing to do with his finesse as the chief operating officer of the famous shirtmaker and retailing brand, and everything to do with his three-generational instincts as a Newcastle United supporter, “although as such people may wonder whether I would also be attracted to hairshirts,” he quips.

The St Sampson Square branch is the 74th to open in the UK and Ireland and it is comforting for Keith to know that the growing empire is moving so close to home – he and his wife, Joanne live in Harrogate, where by the way, a TM Lewin will also set up should the perfect venue be found.

He is boss to about 450 people within the chain, including the 12 at York – a busy job which sees him flying to Ireland and all over the UK in his quest to perfect distribution, marketing, merchandising, central operations and marketing.

That kind of frenetic responsibility comes easily to Keith. For 27 years he was with Asda, ultimately becoming the supermarket giant’s retail change director, helping to move it from number four in the national customers’ perception table to number one.

Like his own father, he and his two sons, Matthew, 15 and Daniel, 18, are ardent members of the Toon Army. Recognising Keith’s influence, Matthew observed the other day: “Dad, I hold you responsible. I now know how to manage and deal with disappointment in my life...”

Which job (other than your own) would you like to have and why?

I am lucky enough to be doing the role, unless you want to include being CEO of Newcastle United.

Greatest achievement?

Opening my first store for Asda in Perth while still in my 20’s. This was my first appointment into a senior position and it coincided with the birth of my son, Daniel.

Biggest mistake?

Staying in one job too long – retail managing director for Asda’s west division, because I loved it so much.

What makes you most angry?

Internal politics and trivia.

What makes you laugh?

Real, wholesome comedy such as Dad’s Army.

What fools do you suffer least?

People who don’t try to fulfil their potential.

Who do you most admire and why?

Duke of Wellington (dead) and Allan Leighton (very much alive), both inspirational leaders. I worked for the inspirational Allan for three years and the experience changed me as a manager for the better.

What do you need to make life complete?

To see my sons continue to grow into happy and fulfilled adults.

How do you relax?

Visiting a Newcastle match with my father and two sons.

Why do you make a difference?

I like to think I help people develop and achieve.

Favourite record?

The World’s Greatest – R Kelly.

Name the organisation you see as the perfect one (not your own!) and why

I admire the Morrisons supermarket chain because it is honestly demanding of its staff and delivers for its customers.

Favourite holiday destination?

US, because a holiday there is so diverse.

Your epitaph

“Still at Last”.