James Moore officially joins Manchester United

Manchester United’s summer business didn’t stop with Michael Carrick’s playing squad.

The club moved decisively in the transfer market for Carlos Baleba, Youri Tielemans and Andrey Santos this window, strengthening the middle of the park.

Off the pitch, United’s recruitment under INEOS has followed a similarly ambitious pattern, with the club continuing to chase top talent in every department, not just the dressing room.

That approach extended to the club’s digital operation this week, with United moving quickly to beat off interest from elsewhere in retail to land their target.

Manchester United have appointed James Moore as Interim Head of E-commerce, poaching him from fashion retailer END.

James Moore arrives having most recently served as Head of Digital Commerce and Product at END., with previous senior roles at both AllSaints and Liberty giving him experience across some of British fashion retail’s most recognisable names.

James Moore confirms Manchester United move

Confirming the move on LinkedIn, Moore wrote, “I’m happy to share that I’m starting a new position as Interim Head of Ecommerce at Manchester United!”

His arrival follows a pattern seen elsewhere at the club this year, with United continuing to headhunt specialists from outside football to strengthen departments beyond the pitch.

END. has built its reputation as one of the UK’s leading multi-brand streetwear and fashion retailers, giving Moore direct experience of running a fast-moving, digitally-led retail operation before his switch to Old Trafford.

His stints at AllSaints and Liberty add further depth to that CV, spanning both contemporary fashion and premium department store retail during his career.

United’s online store has already undergone a significant overhaul in recent years, having moved e-commerce fully in-house last season and delivered a second successful season of improved fan satisfaction with commerce platform SCAYLE.

The club also struck a multi-year hospitality deal with Levy earlier this year to modernise the Old Trafford matchday experience, part of the same broader commercial push.

Growing United’s digital arm remains a clear priority for INEOS as the club looks to diversify revenue streams beyond matchday and broadcasting income.

Moore’s arrival comes at a moment when United’s transfer business has understandably dominated headlines.