Cowboy e-bikes get a second life with Rebirth Group support

Cowboy e-bikes are making a comeback after months of uncertainty, thanks to new financial backing from Rebirth Group Holding. The Brussels-based premium e-bike maker confirmed it has secured short-term funding to continue operations, alongside a long-term partnership commitment aimed at ensuring stability. This marks a significant turnaround for a brand that was facing growing concerns over delayed deliveries, repair bottlenecks, and rising debt.

A turbulent road for Cowboy e-bikes

Earlier this year, Cowboy was showing signs of going the way of other struggling e-bike companies. Customers reported long waits for new bike deliveries, repair delays due to part shortages, and missed payments. These issues, combined with mounting debt, sparked fears that the company might follow the same path to bankruptcy as other boutique e-bike makers.

Rebirth Group steps in to secure the future

Rebirth Group was already linked to Cowboy before this rescue deal. As the parent company of Re-cycles, a French bicycle manufacturer, it had recently taken over Cowboy’s assembly operations from Hungary in an effort to speed up deliveries and improve customer service. While the transition caused some temporary setbacks, the new agreement makes Rebirth Group even more invested in Cowboy’s survival and growth.

What this means for Cowboy riders

For existing and future Cowboy e-bike owners, this partnership could mean faster delivery times, better after-sales service, and a renewed sense of trust in the brand. By strengthening its production capabilities and securing financial stability, Cowboy is positioning itself to not just survive, but thrive in a competitive e-bike market where reliability and support are as important as innovation.