Topeka-based Payless ShoeSource Inc. is getting a new president and chief executive officer.

Collective Brands Inc., the shoe retailer’s parent company, announced Wednesday morning that LuAnn Via would be taking over leadership of Payless from Matthew Rubel, who remains chairman and CEO of Collective Brands.

Via comes to Payless after working as group divisional president of Charming Shoppes’ Lane Bryant and Cacique retail chains.

When Via starts work at Payless later this month, she’ll lead all day-to-day operations of the retail unit, including merchandising, marketing and retail operations for the more than 4,500-store chain, which includes shops in the United States, Canada, Central America, the Caribbean and South America.

Rubel has led Payless since joining the company in June 2005. His role has expanded since last year, when an acquisition of Collective Licensing International and The Stride Rite Corp. – together with Payless ShoeSource – formed Collective Brands, also based in Topeka.

Collective Brands supports Payless with corporate functions, including finance, information technology, human resources, store development, law and the global supply chain team, which includes the New York Design Center, a group of footwear and accessories designers that create the seasonal collections for Payless.

“We are thrilled to have LuAnn join our executive team in the critical role as president and CEO of Payless ShoeSource, the largest business unit in our company,” Rubel said in a statement. “She has a strong background in trend merchandising, especially in footwear and accessories.

“LuAnn is a well-grounded and seasoned retail executive who has proven success as a leader of both large department stores and specialty chains. We look forward to her valuable contributions to the Payless team to continue our path and strategy to democratize fashion in footwear and accessories and build a House of Brands retailer well known for inspiring fun fashion possibilities for the family.”

Via served as group divisional president of Lane Bryant and Cacique chains since June 2007, and before that she was president of Charming Shoppes’ Catherine Stores.

Previous jobs included work as vice president and general merchandising manager for footwear, accessories, fine jewelry and intimate apparel at Sears, Roebuck and Co., from 2003 to 2006. She had been senior vice president for general merchandising product development at Saks Inc., from 1998 to 2003.

She also has managed handbag business at Trade Am International, managed general merchandise for The Shoe Box/The Shoe Gallery; and worked as a buyer and manager for accessories at Rich’s Division of Federated Department Stores.

Via began her career in 1974 as an assistant dress buyer at Adam, Meldrum and Anderson Co.