Alex Willson

Alex Willson is the Chief Executive Officer of Hobbycraft, leading the business following its purchase by Modella Capital. They are a retail, commercial, and managing director with experience in corporate and private equity environments, trading multi-million-pound categories and global businesses. From 2015 to 2024, they served as Retail & Ecommerce Director for the UK & Ireland at Samsonite, overseeing all brands, affiliate and influencer marketing, e-concessions, and local ecommerce activities. Their prior roles include Global Head of Category - Luxury Accessories & Electricals at World Duty Free (Autogrill Retail UK) from 2009 to 2011, Buying & Merchandising Director at Tie Rack (2011-2013), and Head of Merchandising at Alpha Retail (2005-2008). They are pursuing a BA (HONS) in Geography at Durham University and a Postgraduate Diploma in Management Studies (part-time) at the University of Oxford.