Ashby-de-la-Zouch or Ashby de la Zouch () is a market town and civil parish in North West Leicestershire, England, near the Derbyshire and Staffordshire borders. Its 2001 census population of 11,410 rose to 12,370 in 2011.Ashby de la Zouch Castle was important in the 15th–17th centuries. In the 19th century the town’s main industries were ribbon manufacture, coal mining, and brickmaking. From 1849 it was served by the Leicester–Burton upon Trent line of the Midland Railway.
The civil parish includes the hamlets of Shellbrook to the west and Boundary to the north-west. Swadlincote, Burton upon Trent, Melbourne and Coalville are within 10 miles (16 km), with Derby
11+1⁄2 miles (19 km) due north. Ashby lies at the heart of The National Forest, about 24 miles (39 km) south of the Peak District National Park, on the A42 between Tamworth and Nottingham. In 2018, Ashby Market Street was named “Best Shopping Experience”, and in 2019 it made the final of the rising-star category for UK high streets.