Alex Baldock - Business in the Community
Alex Baldock smiling a the camera

Alex Baldock


Currys plc
Business in the Community’s Leadership Council

Alex Baldock has been CEO of the UK and European market-leading technology retailer, Currys plc, 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 Very Group (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.  

Prior to 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 RS Group plc.   

He says: “Like Business in the Community (BITC), I passionately believe in business as a force for good in society. And Currys is a business with a powerful social purpose at heart – we exist to help everyone enjoy amazing technology. So BITC is a natural bedfellow for me!”