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Alex Baldock

Alex Baldock

Group Chief Executive, Currys plc
United Kingdom

Alex has been CEO of Currys, the UK and European market-leading technology retailer, 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, now the Very Group (2012-18), where he led the business’s digital transformation from a declining 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 Kalchas and Bain & Company, is a scholar of Worcester College, Oxford, and a non-executive director of Electrocomponents PLC.  


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