Belgium eBike brand Cowboy launches UK bricks and mortar retail partnership

Belgium eBike brand Cowboy has today announced a partnership with Selfridges and experience-led tech retailer Smartech. Cowboy e-bikes are now available at the retailer’s flagship Oxford Street store, as well as online at Selfridges.com from late April.

The partnership represents the brand’s first entry into physical retail in the UK, and enables UK customers to discover and shop Cowboy’s C4 and C4 ST models at the Selfridges’ Smartech Bike Shop space, located on the lower ground floor, as well as trial Cowboy bikes at the dedicated in-store test-ride area.

This represents the brand’s first entry into physical retail in the UK, further demonstrating Cowboy’s commitment to the UK market, and its overall mission to bring the benefits of e-bikes to more people.

Adrien Roose, Cowboy, CEO and Co-Founder. “The shift to cycling in London is not slowing down; with improved infrastructure and such conscious consumers, demand for e-bikes continues to rise, something we see in our UK transactions, which are up 73% on 2022 so far this year.”

“We are incredibly excited to work with the teams at Smartech and Selfridges, with both sharing our ethos of unparalleled customer experience, dedication to sustainability and innovation. We can’t wait to see our London community in the store trialling our award-winning e-bikes.”

Marking a significant step forward in Cowboy’s UK presence the brand sees the expansion of their sales and service footprint as critical means to support and drive further product innovation, with new software launches on the road map for the season ahead.

These innovations include the recent launch of AdaptivePower, a new breakthrough technology that enables their bikes to think for themselves by sensing changes in the rider’s environmental condition in real time, and adjusting the power depending on hill, wind or weight.

Hot on the heels of Cowboy becoming the first e-bike maker to achieve B-corp status in December, this partnership with Selfridges, a retailer so known for their dedication to sustainability, also exemplifies Cowboy’s ongoing pledge to bring the benefits of e-bikes to more people and in doing so contribute to a greener world.

Martyn Stroud, Selfridges Technology Buying Director. “We’re excited to welcome Cowboy to our London store with their first UK based physical destination. As one of the leading bike brands in urban and e-mobility, and the first e-bike maker to achieve B-corp status, they’re a great partner for Selfridges.”

Cowboy has sought to change the way people think about eBikes, creating a fully automatic rider experience. The Belgium brands software expertise has enabled advances in safety and theft features with its crash detection and anti-theft protection.

In the past 2 years the business has attracted a number of investors, including a January 2022 round of $80 million Series C financing. The round was led by Exor, HCVC and Siam Capital, with investments from Tiger Global, Index Ventures, Eothen, Isomer Opportunities Fund, Future Positive Capital and Triple Point Capital.

The brand also became the first e-bike manufacturer to achieve B Corp status in December of 2022.