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Burberry has appointed former Superdry Director of Global Technology Dafydd Moore as its VP Business Technology.
Moore joined Superdry in June 2024 as Director of Global Technology, with responsibility for enterprise technology strategy, delivery and operations across digital, data, core technology, cyber security, service operations and the PMO.
Moore announced the move on LinkedIn on 1 October, saying: “After a fantastic chapter at Superdry, I’m excited to share that today I’m starting a new role at Burberry!”
“A huge thank you to everyone at Superdry for the support, collaboration and experiences over the last couple of years. I’m incredibly grateful for the people I’ve worked with and everything we achieved together turning that business around.”
“Now looking forward to the next chapter and getting started at Burberry.”
During his time at Superdry, Moore led technology transformation including the migration of infrastructure, applications and storage to Google Cloud. His role also included developing the company’s enterprise AI strategy and overseeing its technology portfolio across the UK, Europe and the Americas.
Before Superdry, Moore was group director for IT strategy and architecture at Halfords from August 2022 to June 2024.
He previously spent five years at Dyson in a series of technology roles, including global head of IT strategy, architecture and innovation, and more than 11 years at Waitrose. He began his career at Waitrose as a department manager before moving into IT and technology roles.
His appointment comes as Burberry continues its wider turnaround under chief executive Joshua Schulman. The company returned to profit for the year to 28 March 2026, reporting pre-tax profit of £49 million compared with a £66 million loss the previous year.
Burberry’s “Burberry Forward” strategy has focused on reviving its British heritage, strengthening its core product offer and reducing costs. The company has targeted £100 million in annual cost savings by 2027.
Moore’s LinkedIn profile says he has more than 20 years’ experience leading technology and business transformation across fashion, retail, manufacturing and consumer businesses, with experience spanning digital commerce, AI, cloud technology and organisational change.