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Alex Baldock joins Dixons Carphone

Group chief executive of Shop Direct Alex Baldock is to join Dixons Carphone after announcing his departure from the etailer last year

He will join the electrical and telecommunications retailer and services business in April this year.

Ian Livingston, chairman of Dixons Carphone plc, said: “[Alex has] 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.

“We wanted Alex for his strategic clarity, relentless execution and his ability to inspire people to get behind him at every step.”

Baldock’s exit has been part of a string of departures at Shop Direct, including that of its chief information officer Andy Wolfe and head of digital transformation Paul Hornby.

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