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Belgium e-bike brand Cowboy starts European retailer network

Published May 22, 2023

BRUSSELS (BRAIN) — Belgium e-bike brand Cowboy announced plans Monday to start a European bike shop network to increase its retail and service presence and complement online sales channels. Its goal is to have 300 new retailers in 60 European cities by the end of the year.

Through the network of independent bike stores, new customers within Belgium, France, the Netherlands, Germany, and the United Kingdom will be able to try and shop Cowboy's two models — the C4 and C4 ST — with existing customers having increased access to service and repairs.

"Ahead of today's launch, we piloted with over 80 partners across Europe to test our offer, with a mix of retail and servicing," said Adrien Roose, Cowboy's CEO and co-founder. "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."

Its current online sales channels include brand stores and direct-to-consumer.

Once selected, retailers will receive a dedicated account manager and repair and servicing training. Interested retailers should contact Cowboy.

Started in 2017, Cowboy's latest crowdfunding round surpassed its 1 million euros goal in under 48 hours. Cowboy also became the first e-bike manufacturer to achieve B-corp status in December last year.

Topics associated with this article: Electric bike

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