Oliver Barleben has joined Cowboy

E-bike brand Cowboy appoints Oliver Barleben to oversee global operations

Belgian e-bike brand Cowboy has appointed Oliver Barleben to oversee global operations as chief supply chain officer. 

Barleben will be responsible for Cowboy’s supply chain and ensuring the product quality, while also overseeing planning, procurement, manufacturing and logistics. 

With previous experience in supply chains and procurement, Barleben was most recently global business process owner at Philips.

During his two decades with Philips, Barleben held leadership roles including VP of procurement and head of procurement governance, helping to develop an award-winning procurement risk management process. 

Cowboy co-founder Adrien Roose, said: “Cowboy has completely reimagined what an e-bike can be. With this commitment to innovation and quality,  it is essential to work with talent at Oliver’s level as we step into the next phase of maturity in our business. His vast expertise makes him the right leader at the right time, enabling us to double down on quality, supply chain excellence and customer care, further setting us apart from other operators.” 

Barleben’s appointment comes after Cowboy recently achieved B Corp status. 

The brand said Barleben will ensure Cowboy maintains supply chain transparency, and will audit all suppliers to high levels of accountability. 

Barleben said: “I’m honoured to be appointed Cowboy’s Chief Supply Chain Officer and look forward to collaborating with our leadership team to advance our efforts in strengthening our supply chain operational excellence. I am very impressed with Cowboy’s automotive mindset and process driven execution in engineering, product industrialization, qualification and quality management. I look forward to building on Cowboy’s huge potential to further support our community and achieve our mission  to create the best e-bikes in the world and define the future of urban mobility.” 

Read more: ‘First in the micromobility industry’ – Lime announces its first fully profitable year

Cowboy was founded in 2017 by start-up entrepreneurs Adrien Roose, Karim Slaoui and Tanguy Goretti.

The company aims to offer connected electric bikes for urban riders.  

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