Cowboy E-Bike Sold: End of an Independent Era
Cowboy, the Brussels-based e-bike startup, has officially been acquired by ReBirth Group Holding, marking the end of its independent run. The deal includes new, undisclosed funding from ReBirth alongside €15 million ($17.6 million) from existing shareholders. This capital injection aims to restart production and address a backlog of spare parts, ensuring riders receive their bikes faster.
New Ownership and Strategic Goals
ReBirth, known for brands like Peugeot, Gitane, and Solex, also owns Re-cycles, the French company responsible for Cowboy’s assembly operations earlier this year. The acquisition allows Cowboy to leverage ReBirth’s established infrastructure while maintaining its in-house design, engineering, and software teams. However, founder and CEO Adrien Roose has stepped down, leaving the company’s next chapter to the new owners.
Production and Delivery Priorities
A key focus for Cowboy under ReBirth is clearing its order backlog. The company plans to produce 1,500 new e-bikes in January, with updated delivery timelines to reach customers in the coming weeks. By Spring 2026, lead times are expected to drop significantly, offering a more reliable experience for riders who faced delays and repair issues throughout 2025.
Expanding Presence in France
The acquisition also boosts Cowboy’s retail footprint. By tapping into ReBirth’s 95 Oxygen and 10 Ovelo stores, alongside a network of 500 independent bike dealers, the e-bike brand gains stronger access to French markets. This expansion could help Cowboy capture more riders while strengthening ReBirth’s overall cycling portfolio.
Overcoming Past Challenges
2025 was a challenging year for Cowboy, including delayed deliveries and a costly frame recall linked to a previous manufacturing partner. These issues nearly drove the company to bankruptcy. The new funding and partnership aim to stabilize operations and prevent similar setbacks in the future, ensuring a smoother experience for customers.
Innovation Beyond Cowboy
Longer term, ReBirth plans to integrate Cowboy’s technology across its other cycling brands. This includes the e-bike’s smart features, software, and design innovations. By doing so, ReBirth could redefine the experience of electric biking for a broader audience while strengthening its competitive position.
Cowboy riders can expect a more dependable service and faster delivery timelines under ReBirth. While the company will no longer be independent, its in-house teams continue to shape the future of smart e-bikes. The transition marks a fresh start, combining Cowboy’s innovation with ReBirth’s operational strength to create a more resilient and widely accessible brand.
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