A FORMER director of lingerie chain La Senza has been appointed to lead the turnaround strategy at another troubled retailer, JJB Sports.
Beverley Williams, who takes the chief executive’s role vacated by Keith Jones last week, will work alongside US retail recovery specialist Bob Corliss as they look to revive the performance of the sports goods firm.
Wigan-based JJB has admitted that more poor sales figures mean it will need additional funds to support its store overhaul programme.
Ms Williams was commercial director and co-chief executive of La Senza, but left last year before its collapse into administration in January. She was previously general manager of Contessa, which merged with La Senza in 2007.
Mr Corliss, who previously ran franchise-based footwear business The Athlete’s Foot, said Ms Williams had a wealth of experience in multi-channel retailing.
He said: “She is particularly well known for her expertise in product and trading. I am looking forward to working with Beverley as we set about improving the overall experience for JJB customers.”
Ms Williams, who will hold the role on an interim basis, said: “JJB has a great deal of potential.”
