Struggling Superdry poaches Halfords tech boss for a new global role

Dafydd Moore will report to Superdry chief executive Julian Dunkerton. Moore’s new role is to drive business performance, increase efficiency and enhance customer experiences through technology.

The appointment comes as Superdry received shareholders’ approval to go ahead with plans to raise equity and delist from the London Stock Exchange.

Chief executive and founder Julian Dunkerton said last week: “I am extremely grateful for the support shown today from our shareholders and earlier this week from our creditors. 

“This is a crucial next step in our journey and reflects a turning point for the business, which – pending court approval for our restructuring plan next week – means Superdry will avoid insolvency.”

Moore was previously at Halfords, as its group director of IT strategy and architecture, since 2022. Prior to that, he spent years in various senior IT roles at Dyson and Waitrose.

Moore wrote on LinkedIn that it was “exciting” to join the brand at this “pivotal time”.

He continued: “My aim is to ensure Superdry continues on its journey towards becoming a simpler, nimbler, and more efficient organisation that delivers excellent experiences and products for all of our customers. 

“Through technology and data, I support the business and embody these principles within the technology team and our work processes.”