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25 Jun 2025

The E-Bike Positive campaign has seen major success in the first half of 2025, with its message reaching nearly 8 million people across the UK through high-profile media coverage and growing...

20 Jun 2025

The House of Commons Business and Trade Committee has asked the ACT, and its parent company Bira, to help them reach out to small business retailers across the country, for their quick input on...

20 Jun 2025

Activate Cycle Academy has reopened its Cytech training facility in Darlington, offering a full range of courses from Home Mechanic up to Cytech Technical Three.
 

18 Jun 2025

The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain, writes ACT Director Jonathan Harrison in an article published for BikeBiz.

16 Jun 2025

The ACT has welcomed the All-Party Parliamentary Group for Cycling and Walking's report "Unregulated and Unsafe: The Threat of Illegal E-Bikes", which calls for urgent Government action to...

11 Jun 2025

A new academic study has found that overzealous pro-cycling campaigners on social media may be inadvertently damaging the case for better cycling infrastructure across the UK.

11 Jun 2025

Bira has welcomed the Welsh Government's consultation on business rate reforms for retail shops, whilst calling for significant improvements to ensure the proposals truly support high street...

10 Jun 2025

Bike thefts across England and Wales have continued their steady decline, according to new data released by cycle insurance specialist Bikmo.

9 Jun 2025

Retailers on Britain's high streets are being encouraged to put themselves forward for the first-ever Love Your High Street Awards, designed to celebrate the small businesses that bring...

9 Jun 2025

 To coincide with Bike Week (9-15 June) – the UK’s annual celebration of cycling – new research has revealed a clear shift amongst Gen Z and Millennials in their approach...

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E-bike brand Cowboy launches retail partnership network

Posted on in Business News , Cycles News

E-bike brand Cowboy has launched a retail partner network as it looks to expand its retail and service presence across Europe.

Cowboy cycle

The move is designed to complement its current online sales channels, branded stores and mobile network of mechanics and test riders with the addition of independent bike shops across Europe. This means that customers within Belgium, France, the Netherlands, Germany and the UK will be able to trial and shop Cowboy’s C4 and C4 ST models, while existing customers will benefit from increased access to servicing and repairs.

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

Adrien Roose, Cowboy chief executive 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.”

The launch of the retail partner network marks a major step forward in Cowboy’s offline presence in Europe. The company has also recently launched within the Selfridges department store in London.

Cowboy has also relaunched its subscription service in Germany and The Netherlands this month to enable customers to rent Cowboy e-bikes via its subscription partner Grover from €124.90 per month.

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