Burberry Hires Dafydd Moore as VP of Business Technology

Burberry Recruits Former Superdry Tech Leader

British luxury house Burberry has named Dafydd Moore as its vice president of business technology. Moore joins the company after a tenure at British clothing retailer Superdry, where he served as director of global technology.

Moore shared word of the move publicly, framing it as the start of a fresh chapter after what he described as a rewarding period at Superdry. He thanked colleagues for their support, collaboration and shared achievements over the previous couple of years, and pointed to the work done to turn the business around. He also made clear his eagerness to get started in the new post at Burberry.

A Technology Career Spanning Retail and Consumer Brands

Moore’s move to Burberry follows a career built across some of the UK’s best-known retail, consumer and technology names. Before joining Superdry, he was group director for IT strategy and architecture at Halfords, the British motoring and cycling retailer, between August 2022 and June 2024.

Earlier in his career he spent five years at technology company Dyson, holding a series of senior positions that included global head of IT strategy, architecture and innovation. He also spent more than 11 years at supermarket chain Waitrose, where he began as a department manager before moving into information technology roles.

That mix of shop-floor and technology experience is notable in a sector where digital change increasingly depends on understanding how stores, supply chains and online channels interact.

What Moore Brought to Superdry

At Superdry, Moore’s remit went well beyond day-to-day IT operations. He led a technology transformation that shifted the company’s infrastructure, applications and storage onto Google Cloud. He was also responsible for putting the business’s enterprise artificial intelligence strategy into practice, and for overseeing its international technology portfolio across the UK, Europe and the Americas.

That combination - cloud migration, applied AI and cross-border technical oversight - maps closely onto the priorities of large fashion businesses today. Luxury retailers are under pressure to make their online and in-store experiences work as one, while keeping their data and systems agile enough to respond to shifting customer expectations and volatile trading conditions.

A Wider Push Around Burberry Forward

The appointment lands as Burberry continues to sharpen its technological foundations and digital roadmap. Those efforts sit within the company’s strategic framework, Burberry Forward, which is designed to strengthen operational discipline and improve digital customer experiences across every channel.

The framework places technology squarely at the centre of how the brand intends to operate rather than treating it as a back-office function. That means the business technology brief Moore takes on is likely to involve connecting customer-facing digital tools with the systems that sit behind them - from product availability and fulfilment to the way shoppers move between a website, an app and a physical store.

For a heritage brand with a global footprint, aligning those layers is rarely straightforward. It involves consolidating platforms, deciding where to invest in automation and making sure new tools are adopted by teams on the ground, not just deployed by head office.

Why the Hire Matters

Leadership moves in retail technology often signal where a company expects its next set of gains to come from. Bringing in someone with direct experience of a full cloud migration, a live AI programme and international technology governance points to a focus on execution rather than experimentation alone.

The timing is also telling. Luxury fashion has seen demand fluctuate, and brands are looking for tighter control over costs and operations while still delivering the polished, consistent experiences customers expect. A vice president of business technology sits precisely where those two pressures meet.

Moore steps into the role with a mandate that appears broad - business technology, not simply infrastructure or applications. That wording suggests a remit that reaches across departments, translating commercial goals into systems and processes that support them.

A Career Built on Transitions

The path that leads Moore to Burberry is itself a story of reinvention. Starting at Waitrose as a department manager and moving into IT functions, then progressing through Dyson, Halfords and Superdry, he has consistently worked at the point where retail operations meet technology strategy.

His experience at Dyson, a company known for engineering-led products and global distribution, adds a different flavour to a CV rooted in British retail. Together with his years at Waitrose and Halfords, it points to a leader comfortable with both high-volume operations and innovation-focused cultures.

At Burberry, the challenge will be to apply that breadth within a single, tightly managed luxury brand. The company’s stated emphasis on operational discipline and multichannel customer experience gives a clear sense of what success is expected to look like: technology that quietly enables the brand rather than getting in its way.

For now, Moore’s focus will be on settling into the business and understanding how its existing technology estate supports the Burberry Forward agenda. How quickly and visibly that work translates into smoother digital journeys for customers will be the measure many in the industry watch.