"This new role has been specially created to support the business to business and business to consumer initiatives which have now become such a fundamental part of the Madison operation and future strategy," said Madison's commercial director, Dominic Langan, the moving force behind Madison's push into e-commerce.
Fripp will report to Langan.
Five years Madison's own-brand product manager, Fripp had previously been manager at Farnham Cycles.
"I am personally delighted with this appointment," said Langan.
"Due to the fantastic success ofmadisonb2b.co.uk in such a short period, and the numerous plans for the further development of B2B and Ultimate Pursuits, we needed a quality individual to live and breathe this very important and growing area of our business."