Belgian e-bike brand Cowboy has fully relocated its assembly operations to France in a move designed to enhance production quality, shorten delivery times, and scale more efficiently.
Partnering with ReCycles, a veteran French manufacturer with over 30 years of experience, Cowboy has established its assembly line in Romilly-sur-Seine.
This shift comes as the company works to meet growing demand, after experiencing delays due to lean inventory management. By moving production closer to its key European markets, Cowboy hopes to significantly cut waiting times and tackle supply chain disruptions.
“This move strengthens our ability to scale while maintaining the highest quality standards. By partnering with ReCycles, we can ensure precision-built bikes and a more efficient production process,” Adrien Roose, CEO and Co-founder of Cowboy, told Zag Daily.
According to Cowboy, production is already picking up and bikes are now shipping across Europe. Once full capacity is reached, Cowboy estimates deliveries will take just a few days, a significant improvement from previous wait times.
“For our customers, this means significantly shorter delivery times,” Roose added. “Beyond faster delivery, we’re also reinforcing our after-sales service, making it easier than ever for riders to get support when they need it.”
Nearshoring for speed and innovation
Beyond production speed, Cowboy is strengthening its after-sales service, with over 125 service locations, mobile technicians in 40+ cities, and a multilingual support team that responds in an average of 10 minutes. A newly launched live chat feature ensures customers can quickly connect with a human representative.
“This move isn’t just about faster deliveries—it’s about the future of Cowboy and the e-bike industry as a whole. By assembling our bikes in France with ReCycles, we’re not only improving production efficiency but also positioning Cowboy at the forefront of e-bike innovation, Roose said.
Cowboy is also working to strengthen its supply chain, with plans to increase the percentage of European-sourced components.
ReCycles, which has historically built bikes for brands like Peugeot, is investing heavily in new facilities, with a 25,000m² production site set to open by 2027.
