DSGi’s group retail director Keith Jones has been appointed as JJB’s new chief executive.

Jones has been at DSGi for the last ten years and has also held roles at Virgin and B&Q.

The sports chain which has had a turbulent year has been searching for someone to lead the group following a successful Company Voluntary Arrangement and a £100m fundraising. JJB Sports said that Jones would lead its continued recovery and roll out the group’s “serious about sport” retail strategy.

JJB chairman Sir David Jones said: “I am delighted to welcome someone of Keith’s calibre as chief executive. JJB has been through a lot in the past year but we have now reached a stage where we have the funding, the strategy and the team to plan for the future. I am looking forward to working closely with him to ensure the group’s commercial and financial success.”

Jones added: “I am pleased to be joining JJB at such an exciting time in its development. Now that the group has resolved its financial issues it has a real opportunity to assume leadership in the sports retail sector. I am looking forward to working with Sir David and the experienced management team to transform their ambitious plans into a reality.”