The United Kingdom's JJB Sports has named Keith Jones of consumer electronics retailer DSG International to be its new CEO and oversee its plan to return to profitability.

Jones, 45, will join the firm no later than March 1 2010. Jones is currently group retail director for DSG International, one of Europe's largest retailers of computers, consumer electronics and appliances. Before that he held a number of roles within other retail groups, including Virgin and B&Q. He has an MBA from Manchester Business School.

His appointment follows an intensive search by the JJB board in recent months and follows the completion of the group's successful £100m fund raising. Keith was selected for his depth of knowledge and understanding at all levels of the retail industry. At JJB he will
oversee the group's continuing recovery and its planned return to profitability by rolling out the Group's “Serious about Sport” retail strategy.
 
Earlier this year JJB placed sold of its fitness chain to its founder and placed two of its retail chains into administration – the British equivalent of bankruptcy – to avoid insolvency.
 
“I am delighted to welcome someone of Keith's calibre as chief executive, said Sir David Jones, Chairman of JJB Sports. “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.”