Boots welcomes new CEO amid beauty expansion
Alex Baldock has joined Boots as Chief Executive Officer today, 2 September, taking charge as the health and beauty retailer expands its brand portfolio and weighs its ownership options.
The former Currys chief was confirmed in the role in May, amid the confirmed departure of Anthony Hemmerdinger, who joined in November 2024.
"I really couldn’t be happier or prouder to be joining Boots," Baldock said. "What this business does every day really matters, helping millions of people live longer, healthier and happier lives."
He said he planned to spend time across the business and with its partners, asking questions and listening to colleagues. Boots operates more than 1,800 stores across Britain, alongside its pharmacy services and online business.
Beauty launches broaden the Boots offer
Baldock takes over during a sustained expansion of Boots’ beauty, personal care and wellness categories. The retailer said in May that shoppers could find more than 500 beauty brands in its stores and on its website, having introduced almost 60 during the previous year.
Recent additions include P.Louise, which made its UK high-street debut at Boots in May, and Charlotte Tilbury Beauty, which entered 31 stores from July. Jo Malone London also joined 39 locations and Boots.com in August, extending the retailer’s premium fragrance offer.
Category growth has also moved beyond prestige beauty. More than 250 stores now stock Australian scalp-care brand STRAAND, while British deodorant brand Make Waves secured a 385-store rollout for its refillable antiperspirant, and gut health brand We Are Regular launched in select stores and online at Boots in May.
From 9 September, Wrinkles Schminkles, which makes reusable silicone wrinkle patches, will also enter more than 60 Boots stores via the Boots Ignite platform.
Ownership options remain unresolved
Baldock also arrives amid uncertainty over Boots’ ownership. Private equity owner Sycamore Partners was reported in April to be considering a London IPO in 2027, with advisers also examining growth opportunities across beauty and wellness.
The focus later shifted towards a possible sale valued at about $10 billion. Australian pharmacy group Sigma Healthcare withdrew from discussions in June, which made the Weston family the only reported bidder.
The proposed £7 billion transaction is now reported to be in jeopardy after the family reduced its offer and Sycamore rejected the revised bid. The two sides remained at a standstill in August, leaving Baldock to begin his tenure without a settled outcome for the retailer’s ownership.
