Dixons Carphone confirms Shop Direct's Alex Baldock will be its new Group CEO

- Leadership - Jan 22, 2018

Alex Baldock will take over as the Group Chief Executive Officer of Dixons Carphone, replacing Boots-bound Sebastian James.

Baldock's departure from current employer Shop Direct was announced last October but his latest move was only confirmed on Monday in a Dixons Carphone statement, a few days after rumours surfaced.

During his six years at the helm of Shop Direct, Baldock oversaw a major digital transformation, turning the online retailer into the second largest of its kind in the United Kingdom.

"The Board and I are delighted to welcome Alex Baldock to the Group," said Ian Livingston, Chairman of Dixons Carphone. "He has an outstanding track record in leading large, complex consumer-facing businesses.

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"He’s led Shop Direct through one of UK Retail’s fastest, most far-reaching and most successful digital transformations, delivering five consecutive years of record financial performance, with strongly rising sales and an almost tenfold increase in profits."

Prior to joining Shop Direct in 2012, Baldock spent four yours as a Managing Director at the Royal Bank of Scotland, joining from his role as a Commercial Director at Barclays. 

He added: "Dixons Carphone is exceptionally well-placed to help customers navigate the complex, fast-changing world of technology and mobile, and I feel privileged that Ian and the Board have asked me to lead the Group to make the most of that opportunity."

James is leaving the company after six years as CEO and ten years at the company in total, moving to British chemist Boots. Baldock will officially replace him in April. 

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