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Cowboy bolsters European reach with new Retail Partner Network

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Belgian e-bike maker Cowboy has launched a new Retail Partner Network with ambitions to partner with 300 independent bike shops in 60 cities by the end of this year. 

Prior to the official launch of the Network, Cowboy ran a pilot with over 80 partners across Europe which saw “rapid growth”.

The new strategy means that Cowboy will distribute its C4 and C4 ST models at independent bike stores in Belgium, France, the Netherlands, Germany and the UK furthering the brand’s retail presence across the continent. 

Existing customers will benefit from increased access to servicing and repairs. 

The move will bolster Cowboy’s omni-channel approach by complementing its current online sales channels, brand stores and mobile network of mechanics and test riders. 

Cowboy CEO and Co-Founder Adrien Roose told Zag Daily the initiative targets customers beyond the big centres. 

“As Cowboy continues to grow, attracting riders beyond the city centres of capital cities in its core markets, this new retail model will ensure that our customers continue to feel assured that caring for their Cowboy e-bike post-purchase will be as simple as possible.”

Roose said the strategy “will significantly build the brand’s footprint in Europe, meeting customers where they are.”


Selected retail partners will receive comprehensive repairs and servicing training along with a dedicated Cowboy Account Manager.

The retailer will continue to offer its Cowboy Care programme and mobile mechanic service. Customers can schedule maintenance services with technicians at their own convenience.

Recently, Cowboy’s crowdfunding campaign surpassed its €1 million goal within 48 hours, making it the highest and most popular mobility raise on Crowdcube this year.

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