Cowboy launches new partner network for retail and servicing across Europe

Cowboy, the Belgian e-bike brand, has announced the launch of its Retail Partner Network with independent bike shops across Europe.

This new model will increase the brand’s retail and service presence across the continent, bolstering its omni-channel approach by complementing its current online sales channels, brand stores and mobile network of mechanics and test riders.

Via a new network of independent bike stores, new customers within Belgium, France, the Netherlands, Germany and the UK will be able to trial and shop Cowboy’s models, while existing customers will benefit from increased access to servicing and repairs.

The company has ambitions to sign up 300 new retail partners in 60 European cities by the end of the year.

Adrien Roose, Cowboy CEO and co-founder, said: “We are highly dedicated to our rider community, and this new retail model not only builds our brand’s footprint in Europe, but will make access to customer support even easier, giving people confidence that our best in class bikes can be serviced locally as well as using Cowboy’s mobile service network.

“Ahead of today’s launch we piloted with over 80 Partners across Europe to test our offer, with a mix of retail and servicing. We’re very happy with results so far, with rapid growth during this period proving significant within our sales mix.

“We are excited to have reached a stage in our growth where we can deploy this omnichannel strategy which increases convenience and further improves the Cowboy experience for all our customers.”

Read more: Bike share schemes grow in popularity as new report reveals multiple benefits

Once selected, retail partners will receive a dedicated Cowboy account manager and repairs and servicing training in order to become a certified partner.

Those interested in joining Cowboy can contact Cowboy via

Cowboy will continue to operate Cowboy Care and its mobile mechanic service, where customers can book on-demand at-home maintenance services with Cowboy technicians at their address.

This new Retail Partner Network marks a step forward in Cowboy’s offline presence in Europe, having also recently launched within Selfridges in London.

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