Alex BaldockGroup Chief Executive Officer +
Alex BaldockGroup Chief Executive Officer
Alex has been CEO since 2018, and is leading an ambitious transformation to build a Currys that helps everyone enjoy amazing technology. Alex was previously CEO of Shop Direct (2012-18), where he led the business’s digital transformation from a catalogue retailer to the UK’s second largest e-commerce pureplay, and through four consecutive years of record growth in sales, profits, customer satisfaction and colleague engagement. Before that, Alex was managing director of Lombard (leading the turnaround of Europe’s leading asset finance company back to growth and profitability, 2008-12), and commercial director at Barclays. He started his career in strategy and operations consulting with Ernst & Young Kalchas and Bain & Company, and is a scholar of Worcester College, Oxford.