eBike brand Cowboy plans for 300 retail partners by year end

Cowboy has shaken up its route to market, bolstering its omni-channel approach with a new Retail Partner Network across Europe, complementing its current online sales channel and Mobile Network of Mechanics and Test Riders.

This new independent bike store network will reach across the UK, Belgium, France, the Netherlands and Germany, with a stated ambition to sign up 300 retailer partners in 60 European cities before 2024 gets underway. That target has a head start – 80 partners have been working with Cowboy on a trial basis to test the offer.

Customers will be able to trial and shop Cowboy’s award-winning C4 and C4 ST models, while existing customers will benefit from increased access to servicing and repairs.

Cowboy’s move treads an increasingly well-worn path of cycle brands operating consumer direct models initially, then broadening scope to include bricks and mortar retail. Technically, it’s not the first time Cowboy has worked with physical retailers, having launched with Selfridges in London recently.

Cowboy’s broad approach has seen it (relaunch) a subscription service in Germany and the Nertherlands this month, working with partner Grover (monthly rental costs €125 approx).

The Cowboy Care and mobile mechanic service will continue to operate, where customers can book on-demand at-home maintenance services with Cowboy technicians at their address.

Adrien Roose, Cowboy, CEO 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.”

This latest move comes hot on the heels of a sizeable investment round for the eBike brand.