Retail: Moving from knickers to kickers

It sounds like a battle for number one circa 1987, but Beverley Williams yesterday replaced Keith Jones as CEO of JJB Sports.

Williams, who was formerly the co-chief executive at itchy lingerie brand La Senza swaps indoor sports for outdoor pursuits after Jones' abrubt departure from the ailing PE kit warehouse.

The firm's troubles have been blamed on low demand for Euro 2012 kits, although why they thought people might want to spend money celebrating English mediocrity is anyone's guess. Williams, who oversaw La Senza's dive into administration in January, brings with her "an expertise in product and trading", according to JJB's Bob Corliss.

Let's hope she's better at encouraging shoppers to put their kits on than get them off.

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