Cowboy is now available at Selfridge's Oxford Street store and online from the end of April

Cowboy to launch at Selfridges thanks to collaboration with Smartech

Cowboy, the e-bike brand, has announced a partnership with Selfridges and experience-led tech retailer Smartech.

Cowboy e-bikes are now available at the retailer’s flagship Oxford Street store, as well as online at from late April.

This is the brand’s first entry into physical retail in the UK, further demonstrating Cowboy’s commitment to the UK market, and its overall mission to bring the benefits of e-bikes to more people. 

Adrien Roose, Cowboy, CEO and co-founder, said: “The shift to cycling in London is not slowing down; with improved infrastructure and such conscious consumers, demand for e-bikes continues to rise, something we see in our UK transactions, which are up 73% on 2022 so far this year.

“We are incredibly excited to work with the teams at Smartech and Selfridges, with both sharing our ethos of unparalleled customer experience, dedication to sustainability and innovation.

“We can’t wait to see our London community in the store trialling our award-winning e-bikes.”

For the first time, UK customers will be able to discover and shop Cowboy’s C4 and C4 ST (step-through) models at the Selfridges’ Smartech Bike Shop space, located on the lower ground floor, as well as trial Cowboy bikes at the dedicated in-store test-ride area.

Test rides can be booked online via or during their visit. 

Martyn Stroud, Selfridges technology buying director, said: “We’re excited to welcome Cowboy to our London store with their first UK based physical destination.

“As one of the leading bike brands in urban and e-mobility, and the first e-bike maker to achieve B-corp status, they’re a great partner for Selfridges.”

Read more: ‘It’s not just personal bike usage that has taken off’

This partnership marks a step forward in Cowboy’s presence in the UK, as it expands its sales and service footprint and drives innovation further with new software launches this season.

These innovations include the recent launch of AdaptivePower, a new technology that enables the bikes to “think for themselves” by sensing changes in the rider’s environmental condition in real time, and adjusting the power depending on hill, wind or weight.

Cowboy’s software expertise has enabled advances in safety and theft features with its crash detection and anti-theft protection. 

The brand also became the first e-bike manufacturer to achieve B-corp status in December last year.

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