JJB Sports PLC, the troubled U.K. sporting goods chain, announced the appointment of Beverley Williams as chief executive officer on an interim basis. She replaces Keith Jones, who resigned last Friday.

Williams will join the business with immediate effect and work closely with Chairman-designate Bob Corliss and the management team on maximizing the performance of the business and overseeing the turnaround of the company.

Williams most recently was the commercial director and co-CEO of La Senza. She left Senza, a lingerie chain, but left last year before its move into administration in January. She
was previously general manager of Contessa, which merged with La Senza
in 2007.

Corliss, who previously ran franchise-based footwear business the Athlete’s Foot, said: ”Beverley brings a wealth of experience in multi-channel retailing, which forms a core part of the JJB offering. 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.”