Ronnie told Retail Week that the lifestyle division will house both Qube and Original Shoe Company (OSC), which JJB bought in December last year.
He will appoint a managing director to head the division and is also reviewing the structure of both businesses.
Ronnie said he is mulling the possibility of operating both brands under one of their existing names, or relaunching them under a completely new fascia, although both will continue to run separately for the time being. His first aim is to expand the joint retail portfolio for Qube and OSC from 87 to 150 stores.
Ronnie said there would be no store closures or job losses at Qube, which he bought for£1 from Scottish billionaire Sir Tom Hunter, and aims to focus the business at the top end.
“We have absolutely no intention to start discounting product at Qube,” he added. “The opportunities we see are in high-end product and aspirational brands housed together in the right way.”
The lifestyle division will be run separately from JJB’s Wigan head office, at an office in south Manchester. Ronnie said he would also consider further sports lifestyle acquisitions if opportunities arose.
Separately, JJB is poised to roll out its new store format. The first new-look store opened at the Trafford Centre in Manchester last November and the retailer aims to convert 200 of its 250 stores to the design within the next two years. JJB could also open as many as 12 of its health and leisure clubs this year.