If a high-tech electrical company came up with an international retail strategy based only on the UK, Nordic countries and Greece, you could be forgiven for thinking the board had been playing too many obscure virtual-reality games. But, for historical reasons, that is the mixture Alex Baldock has inherited as chief executive of Currys.
A post facto justification of that eclectic spread is it gives the group more clout when dealing with the likes of Apple and Samsung, letting Currys place higher orders. But that has been the least of Baldock’s considerations as he has grappled with Brexit, the pandemic and folding the old Dixons and Carphone Warehouse brands into Currys and its foreign counterparts, Elkjop and Kotsovolos.
He has gone for the moral high