Superdry has hired Halfords IT boss Dafydd Moore as its new global technology director.
Moore’s appointment comes as the struggling fashion retailer received the green light from shareholders last week to progress with its plans to delist the company and seek rent reductions across more than a third of its UK store estate.
He will report to Superdry chief executive and co-founder Julian Dunkerton and will be responsible for leveraging technology to drive business performance, increase efficiency, and enhance customer experiences.
Moore, who joined the brand this week, said on LinkedIn: “This is a brand and company that I have been a fan of for many years, to be joining it at this pivotal time is really exciting.
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“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,” he continued.
Prior to Superdry, Moore worked for Halfords as its group director IT strategy and architecture since August 2022. He also spent the previous 16 years holding various senior IT roles at Dyson and Waitrose.
Superdry received the High Court’s permission today (17 June) on its restructuring plans that will see rent reductions across 36 of its UK stores, including 12 shops switching to nil rent.
Superdry chairman Peter Sjӧlander said: “This is an important moment for Superdry. My thanks and those of the entire Board go to the shareholders and creditors of Superdry who have supported the proposals, which will enable the business to go forward with the right structure, balance sheet and cost base to deliver its turnaround and future growth.”
As part of its turnaround plans, the retailer is also set to launch a £10m equity raise via a placing, which will be underwritten Dunkerton, before delisting from the London Stock Exchange on 15 July.
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