The man who saved Currys will now lead Boots to a major change next year - who is Alex Baldock?
Alex Baldock, the CEO credited with revitalizing Currys, is set to lead Boots through a major transformation next year. He brings a strong track record from turning around struggling retail brands and advocating for pro-growth policies. His appointment signals a strategic push to reposition Boots in a competitive market.
- ▪Alex Baldock successfully revived Currys, transforming it from a struggling retailer into a high-street staple.
- ▪He has a background in history from Oxford and is known for being outspoken on economic and employment policies.
- ▪Baldock previously led Shop Direct, now the Very Group, before his tenure at Currys.
- ▪He has criticized government policies on business rates and employment costs as barriers to growth.
- ▪Boots aims to leverage his experience to compete more effectively against Amazon and rivals like Superdrug.
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NewsBusinessThe man who saved Currys will now lead Boots to a major change next year - who is Alex Baldock?For the retailer with high expectations - the expectations are now on himSimon English Sunday 17 May 2026 11:40 BSTBookmarkCommentsGo to commentsBookmark popoverRemoved from bookmarksClose popover{"translations":{"comments":"Go to comments","share":"Share","copyLink":"Copy link","bookmark":"Bookmark","removeBookmark":"Remove bookmark"},"showComments":true,"showBookmark":true,"articleId":"b2976691","articleMeta":{"url":"https://www.independent.co.uk/news/business/boots-currys-ceo-alex-baldock-b2976691.html","title":"He saved Currys, now will lead Boots to a major change next year - who is this CEO?"}}open image in gallery{"id":"trigger-autogallery-116831","index":0}(Getty Images)Your…
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