MICROZINE boss Chris Lee has pledged to base JJB Sports’ new lifestyle division in Liverpool.

The retailer has been hired to develop the chain’s shoe shops, but has balked at suggestions the new business should be located in Manchester.

Instead, he is scouring the Ropewalks area to headquarter the division which will be made up of 100 Original Shoe Company and Qube stores.

Mr Lee explained: “They wanted me to locate the team in Cheadle, but that doesn't appeal. I'd rather we operated from here in Liverpool.

“More specifically, I am looking at the Ropewalks area because we need to see more businesses opening up there.

"I have got a vested interest in that I am on the Ropewalks committee and I suppose I'm looking at this from an emotional point of view, but it would be good in terms of investment and regeneration."

The head office will include administration, marketing and sales teams. Mr Lee's task will be to grow the number of shops to 150, as well as creating a higher profile for the brands.

Microzine, the retro lifestyle store with branches in Liverpool and London, will remain open for business, said the former head of global marketing for Reebok: "We have a great team who will continue to run the business.

“We may find there is some synergy with the new enterprise in terms of setting trends and brand building. I have been a bit frustrated by the lack of leverage a small business can exert, and am looking forward to getting to grips with the new job.

"This will allow me to implement on a much bigger scale all the knowledge and experience I've built up over 25 years."

JJB bought Original Shoe Co from Sports Direct in December. It subsequently bought Qube from entrepreneur Sir Tom Hunter's West Coast Capital private equity firm, in May.

Mr Lee said he would be visiting brands to pitch his vision for the chains.

barry.turnbull