Wiggle has hired Stefan Barden as its new chief executive from foodservice company Brakes, as current boss Humphrey Cobbold departs the etailer.

Barden joins the online cycling retailer this month from Brakes. The triathlon enthusiast and Iron Man competitor was formerly the chief executive of Northern Foods and H J Heinz in the UK and Ireland. He started his career at Unilever and was also a consultant at McKinsey.

Wiggle said that after discussion over the summer Cobbold and the board “have agreed that the time is now right for a transition to new leadership”.

Cobbold leaves the firm after four years in which the etailer recorded rapid sales growth from around £33m to over £140m.

Cobbold said: “I have had the privilege to work with a truly fabulous group of colleagues and business partners over the last four years. The time is now right for someone else to lead the peloton and take Wiggle forward to future success.”  

Wiggle chairman Andy Bond said: “We’re very pleased to welcome a new leader of the company whose experience includes many senior roles in industries with a strong customer service ethic.

“Stefan’s international experience and leadership of large-scale businesses will be especially relevant during this next phase of our geographic expansion as the business invests in the build-out of its operations as well as in its infrastructure and customer experience.”

Wiggle revealed a 20.8% increase in turnover to £140.8m for the year to February 3, 2013.