| Alex Baldock | |
| Birth Name: | Alexander David Baldock |
| Birth Date: | 1970 11, df=y |
| Nationality: | British |
| Education: | Oundle School |
| Alma Mater: | Worcester College, Oxford |
| Occupation: | Businessman |
| CEO, Currys plc | |
| Term: | February 2018 – present |
| Predecessor: | Sebastian James |
| Spouse: | Amy Roberts |
| Children: | 4 |
Alexander David Baldock (born 21 November 1970) is a British businessman, former banker, and the chief executive (CEO) of Currys plc (formerly Dixons Carphone).[1]
Alexander David Baldock was born in November 1970.[2] He was educated at Oundle School, followed by a degree in modern history from Worcester College, Oxford.[3] [4]
Baldock started his career as a management consultant at Kalchas, before joining Barclays.[5] From 2008 to 2012, Baldock worked for the asset finance company, Lombard, a division of RBS Group, rising to managing director.[5]
In 2012, Baldock joined Shop Direct as CEO.[5] In October 2017, Baldock announced that he would be leaving Shop Direct at the end of January 2018.[6]
In January 2018, Sebastian James resigned as CEO of Dixons Carphone, to run Boots UK, "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.[7] [8] 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.[9]
He is a Conservative Party donor.[10] He is paid £1 million per year as CEO of Currys plc.
Baldock is married to garden designer Amy Roberts, and they have four children.[4] He is a supporter of Chelsea F.C.