Superdry appoints global technology director

Superdry has appointed Dafydd Moore, a former IT boss at Halfords, as its new global technology director. Moore joins the group from the cycling chain, where he was group director of IT Strategy and Architecture, and before that, he was the global director of IT strategy, architecture and innovation at Dyson. In his new role, Moore will lead the fashion group’s technology capabilities, including its digital and data teams. In a post on LinkedIn, Moore said he was “excited” to be joining the team at Superdry. He wrote: “I’m happy to share that I’m starting a new position as Director Global Technology at Superdry! 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. “As the Global Technology Director at Superdry, I lead all our technology capabilities, including our digital and data teams. Reporting directly to the CEO and Founder, my role is to leverage technology to drive business performance, increase efficiency, and enhance our customer experiences.” He added: “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.” His appointment comes shortly after Superdry confirmed its shareholders have voted to delist the company, as well as seek rent reductions across its estate, in a move that will see the company avoid insolvency. Commenting on the result of the AGM, Peter Sjӧlander, Superdry chairman, said: “I am pleased that our shareholders have supported the proposed Equity Raise and would like to thank those Shareholders who voted in favour of the proposals before them today. This is a crucial step towards delivering the restructuring of the business and ensuring that Superdry is in the best possible shape to complete its recovery and return to growth.” Superdry CEO Julian Dunkerton added: "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. “I recognise all stakeholders have made deep compromises to enable this turn around, and I will be putting a significant amount of my own money behind this too, to ensure that the business continues to survive over the long term. With the court hearing next week, I continue to look forward to a positive future for Superdry."