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Alex Freudmann, currently Managing Director of Dan Murphy’s - Australia’s leading beer, wine and spirits retailer - will be joining M&S as Managing Director of Food in a planned succession to Stuart Machin, now M&S Chief Executive.

Alex has an extensive track record of leading change in some of the world’s best food and drink retailers, including Tesco, Coles and Dan Murphy’s. He joined Dan Murphy’s, part of Endeavour Group, in January 2020 after a successful ten years as part of the Coles transformation team, latterly as Director of Fresh Food. In his two-year tenure at Dan Murphy’s, he has led significant changes, including a substantial shift to digital and online. 

Alex will join M&S on 1 November and will sit on the Executive Committee. M&S is also confirming a change of responsibility for CEO Stuart Machin, who will hand over his Food accountabilities to Alex upon his arrival.

Stuart Machin, Chief Executive Officer, said, 

“Alex will bring a great deal of experience and passion to our business. He has worked in food retailing for nearly two decades and in all of his roles he’s been a change-maker - bringing intellect, pace and energy. He will be a great addition to our top team as we work together to deliver the next stage of our transformation.”

Alex Freudmann said,  

M&S Food is a unique and very special business with world-leading food values, and I’ve always had huge respect for the brand. I’ve watched how the business has been transformed over the past few years from afar. The team has done a great job of building a bigger, better Food business through investing in trusted value and core categories while maintaining the outstanding quality and innovation the brand is famous for.  

Although much has been achieved, huge opportunities remain, and I share the Executive team’s belief in the long-term potential to double the size of the business. I am looking forward to coming back to the UK and working with a great team to accelerate the pace of change to build an even bigger, better, fresher Food business.” 

This announcement has been made in accordance with the requirements of 9.6.11(3) of the UK Listing Rules. 

- ENDS –

For further information, please contact: 

M&S Corporate Press Office:    +44 (0)20 8718 1919 


Alex Freudmann biography:

Alex began his career in the dotcom sector and then moved to Tesco to lead their Telecoms business. Alex developed his career at Tesco through the buying functions, before moving to Australia to work at Coles, one of the country’s leading supermarkets. Whilst at Coles he successfully carried out roles across Grocery, Health and Beauty, latterly as General Manager for Fresh Food. At Coles he led an ambitious growth strategy through improving the product proposition, developing new categories, introducing new store formats, and launching a successful Food2Go business.  

Alex read Modern History at Magdalen College, Oxford University. Originally from Shrewsbury, Alex has lived in Australia for the last 13 years. He is married to Rachel, and they have three children. 

Alex Freudmann career history:

Jan 2020 - Present: Managing Director, Dan Murphy’s, Australia (Part of Endeavour Group) 

Dan Murphy's is a leading part of Endeavour Group's Retail offering and has been a key contributor to its performance during Alex's tenure. In the most recent financial year, Endeavour’s Retail business reported sales growth of 10% and EBIT growth of 18%. Online sales also grew by 35%. 

2009 - 2020: Multiple roles, most latterly Director, Fresh Foods, Coles, Australia. 

Alex’s experience at Coles spanned its Beauty, Health and core Grocery divisions. As Business Unit Director, he led the transformation of Coles Meat - Australia’s largest ‘paddock to plate’ meat business - to become the country’s largest meat export business. During his tenure, he implemented a new store format programme, rolled out to over 740 stores. 

2003 - 2009: Multiple roles, most latterly Senior Buying Manager, Prepared Meals, Tesco. 

Joined Tesco’s Telecoms unit as a Senior Commercial Manager and went on to lead its Telecoms Business as a Category Director, before transferring to the buying team within its core grocery business.

2000 - 2003: Business Development Manager, Supply Chain Connect