Cowboy opens e-bike brand store in Brussels

Cowboy has opened its new brand store in central Brussels.

The showroom, just a few metres away from the Palais de Bruxelles sits in the middle of the city’s Marollen and Sablon districts.

Nestled within a vaulted ex-art gallery, this space is discreetly situated at 67, Rue de la Régence.

Here, customers can experience test rides and explore the brand’s Classic, Cruiser and Cruiser ST models available for purchase.

Connected to Cowboy’s global HQ, the multi-use space further connects the company’s software and hardware teams to its customers, to support product testing and feedback for future innovation as well as hosting community events.

Charles Van Haverbeke, chief operating officer, Cowboy, said: “The new brand showroom embodies versatility and multi-functionality, reflecting our dedication to maintaining close ties with our customers through innovative design.

“Centred around our beautiful, connected e-bike, Cowboy strives to stay close to customers for ongoing development and insights with our software and hardware teams next to the shop floor. We also look forward to hosting community events here in the near future, so watch this space.”

A minimal and simple design that emphasises the original architecture, the showroom features upcycled and locally crafted furniture by the Belgian company Durable.

All furniture is built from a single recyclable material and using sustainable production practices as well as a flat pack construction method to reduce shipping consumption.

This eco-conscious design aligns with Cowboy’s commitment to sustainable practices from product to showroom, as demonstrated by its B-Corp certification; the only e-bike maker to receive this accolade.

The launch of the Brussels showroom fits into Cowboy’s omnichannel strategy.

Strengthening its offline presence, the company has established partnerships with more than 140 independent retail shops across Europe, accounting for over 20% of total sales and more than 50% of all servicing.

In Belgium specifically, Cowboy is collaborating with 34 stores, with six of them providing essential pre and post-sales support.