An experienced director takes over the reins at Ribble Cycles

Ribble Cycles has appointed a new CEO who brings with him experience of influencing change across a variety of high-profile brands.

Sean Hastings joins B2C Group, where he has expanded the business internationally, making it one of Europe’s highest-rated watersports retailers.

He was previously Chief Customer Officer at River Island and ran its online business, and previously Chief Marketing Officer at Pentland Brands, owner of the Speedo, Berghaus, Endura and Ellesse brands.

His appointment follows the appointment of Becks DeNiro, another veteran executive, who was named president of the company.

Becks said: “The company has an exciting future ahead of us and Sean’s extensive product, brand and omnichannel retail experience will be invaluable as we embark on the next phase of our growth journey and drive innovation in the cycling industry.”

Current CEO Andy Smallwood, who has served in the role for seven years, will transition to a senior advisor role.

Will Pearson, managing director of True, Ribble’s majority shareholder, said: “We want to thank Andy for everything he has achieved at Ribble over the last 7 years. The company has been almost unrecognizable since Andy first joined and is now one of the strongest cycling brands, with a fantastic customer proposition and some of the best, award-winning bikes in the world.