Alexander David Baldock (born 21 November 1970) is a British businessman, former banker, and the chief executive (CEO) of

Currys plc Currys plc is a British multinational electrical and telecommunications retailer, and services company headquartered in London, England, which was formed in 2014 by the merger of Dixons Retail and Carphone Warehouse Group. It is listed on the ...

(formerly Dixons Carphone).

Early life

Alexander David Baldock was born in November 1970. He was educated at

Oundle School Oundle School is a public school (United Kingdom), public school (English Private schools in the United Kingdom, fee-charging boarding school, boarding and day school) for pupils 11–18 situated in the market town of Oundle in Northamptonshire ...

, followed by a degree in modern history from

Worcester College, Oxford Worcester College ( ) is a constituent college of the University of Oxford in England. The college was founded in 1714 by the benefaction of Sir Thomas Cookes, 2nd Baronet (1648–1701) of Norgrove, Worcestershire, whose coat of arms was ad ...

Career

Baldock started his career as a management consultant at Kalchas, before joining

Barclays Barclays PLC (, occasionally ) is a British multinational universal bank, headquartered in London, England. Barclays operates as two divisions, Barclays UK and Barclays International, supported by a service company, Barclays Execution Services ...

. From 2008 to 2012, Baldock worked for the asset finance company, Lombard, a division of RBS Group, rising to managing director. In 2012, Baldock joined Shop Direct as CEO. In October 2017, Baldock announced that he would be leaving Shop Direct at the end of January 2018. In January 2018,

Sebastian James Sebastian Richard Edward Cuthbert James (born 11 March 1966) is a British businessman, who has been the CEO of Veonet since November 2024. He was previously CEO of Boots UK, and before that CEO of Dixons Carphone. Early life The son of Chris ...

resigned as CEO of

Dixons Carphone Currys plc is a British multinational electrical and telecommunications retailer, and services company headquartered in London, England, which was formed in 2014 by the merger of Dixons Retail and Carphone Warehouse Group. It is listed on th ...

, to run

Boots UK Boots UK Limited (formerly Boots the Chemists Limited) is a British health and beauty retailer and pharmacy chain that operates in the United Kingdom. It also operates internationally, including Ireland, Italy, Norway, the Netherlands, Thailand ...

, "in a surprise move days before it updates the City on its Christmas trading performance", and was succeeded by Baldock, who had been CEO of the online retailer Shop Direct since 2012. Two months into his tenure at Dixons Carphone he launched a scathing attack on his predecessor declaring that he had found “plenty to fix” at the retailer in a classic example of kitchen sinking. He is a Conservative Party donor. He is paid £1 million per year as CEO of Currys plc.

Personal life

Baldock is married to garden designer Amy Roberts, and they have four children. He is a supporter of

Chelsea F.C. Chelsea Football Club is a professional football club based in Fulham, West London, England. The club was founded in 1905 and named after neighbouring area Chelsea. They compete in the Premier League, the top tier of English football, pl ...

References

{{DEFAULTSORT:Baldock, Alex 1970 births Alumni of Worcester College, Oxford British bankers British retail chief executives Conservative Party (UK) donors Living people People educated at Oundle School