In the ever-evolving landscape of British retail, few names have emerged as powerhouses of transformation and resilience. One such name is Alex Baldock, the man at the helm of Currys plc. As CEO since 2018, Baldock has driven a seismic shift in Currys’s operations, evolving it from a traditional retail chain into a customer-centric, digitally agile enterprise.
This article explores Baldock’s early life, career trajectory, leadership philosophy, and the remarkable impact he has had on one of the UK’s most iconic electronics retailers.
Early Life and Education
Alex Baldock was born on November 21, 1970. A product of classic British education, he attended Oundle School and later studied Modern History at Worcester College, Oxford. His background in history developed analytical thinking and strategic perspective, traits that would become core to his business success.
Career Foundations: From Finance to Leadership
Baldock’s early career began in management consulting, followed by senior roles at Barclays and Lombard. As Managing Director at Lombard, he honed his expertise in customer service strategy, team leadership, and operational excellence—skills that laid the groundwork for future success.
Shop Direct and the First Major Transformation
In 2012, Alex Baldock became CEO of Shop Direct, a business rooted in mail-order catalogues. He led its digital revolution, transitioning it into a fully online retail platform. With a focus on data science and personalization, Shop Direct became the second-largest pure-play e-commerce business in the UK, right behind Amazon.
Taking the Reins at Currys
In February 2018, Baldock stepped into his most high-profile role yet—CEO of Currys plc. At the time, Currys struggled with operational inefficiencies, brand fragmentation, and intense competition. Baldock saw an opportunity.
His transformation strategy included:
- Unifying multiple retail brands under the single Currys identity
- Enhancing customer experience across channels
- Upgrading logistics and technology infrastructure
- Investing in employee training and leadership
- Emphasizing sustainability and tech repair services
Vision and Leadership Style
Baldock is known for clear communication, pragmatic decision-making, and a long-term focus. He combines data-driven strategies with a deep understanding of human dynamics.
His leadership is marked by:
- Empowerment of teams
- Encouragement of innovation at every level
- Support for flexible and hybrid working models
In his own words, “We’re not just selling gadgets—we’re improving lives through technology.”
Driving Digital and Customer-Centric Growth
Under Baldock’s leadership, Currys has become a digital-first, customer-focused enterprise. New services like 24/7 tech support, enhanced mobile experience, and click-and-collect integration have helped the company appeal to modern shoppers.
One of his biggest achievements is the Newark repair and refurbishment hub, which services over 1.4 million devices annually. This initiative reflects Baldock’s dual commitment to customer value and environmental responsibility.
Financial Impact and Strategic Results
Currys recorded its first sales growth in six years in 2024, a direct result of Baldock’s data-driven marketing, cost discipline, and category innovation.
Other strategic outcomes include:
- Entry into B2B and education sectors
- Profit margin stabilization through smart cost reduction
- Streamlined operations after Carphone Warehouse restructuring
Commitment to Sustainability
Sustainability is at the heart of Baldock’s strategy. Currys now leads in the repair, reuse, and recycling of electronic goods.
Key initiatives include:
- Trade-in programs for old devices
- Promotion of refurbished tech products
- UK’s largest tech repair facility supporting circular economy goals
Challenges and Criticism
Despite his success, Baldock has faced criticism, particularly during the closure of Carphone Warehouse stores, which affected jobs. However, he responded with employee support programs, mental health initiatives, and transparent communication.
Personal Life and Beliefs
Baldock is married to Amy Roberts and is a father of four. He’s known for being disciplined, approachable, and highly focused.
A typical day for Baldock starts early, and his personal philosophy revolves around:
- Purposeful work
- Resilience in leadership
- Lifelong learning and adaptability
He is also a dedicated Chelsea Football Club supporter.
Lessons from Alex Baldock’s Journey
Alex Baldock embodies adaptability, vision, and decisive execution. His career offers key insights:
- Transformation should be embraced boldly
- People and culture are a company’s greatest assets
- Sustainability is not optional—it’s a growth strategy
- Customer empathy drives loyalty more than metrics
Conclusion
Alex Baldock is more than a CEO—he’s a modern business architect. His tenure at Currys has redefined leadership in retail, showing that success comes from aligning innovation, responsibility, and human values.
His influence extends beyond Currys, serving as a blueprint for future leaders who seek to transform businesses with integrity, intelligence, and insight.
Join the journey of Alex Baldock—where innovation meets lasting retail transformation.
