Brussels-based e-bike manufacturer Cowboy has been acquired by ReBirth Group Holding SA in a strategic move to secure its long-term future. This deal follows a challenging period for Cowboy, marked by production delays and supply chain issues that impacted customer trust. With this new partnership, the company aims to leverage ReBirth's industrial strength to stabilize operations, enhance reliability, and pursue sustainable growth under a new leadership structure.
A Strategic Partnership for Stability
In recent months, Cowboy has faced significant operational hurdles, leading to extended waiting times for new bikes and spare parts for its community. Co-founder Adrien Roose acknowledged that these difficulties damaged the brand's reputation for quality service. The acquisition by ReBirth Group is a direct response, designed to provide Cowboy with the industrial backbone and financial stability needed to overcome these challenges and rebuild its operational foundation.
The transaction includes a comprehensive financial restructuring, providing Cowboy with a stronger balance sheet and a clean slate with its primary lender. A €15 million investment from ReBirth and existing shareholders secures a majority stake, with new funding dedicated to restarting production and replenishing spare parts. The move received overwhelming approval from investors, signaling strong confidence in the brand's new direction and long-term vision.
Combining Innovation with Industrial Might
This partnership creates a powerful synergy by combining Cowboy's strengths in design, software, and connected technology with ReBirth's extensive industrial capabilities. Cowboy brings its award-winning design DNA and a highly engaged rider community into the fold. In return, ReBirth provides a robust European manufacturing base, deep expertise in supply chain management, and a vast distribution network.
The vertical integration is expected to drive significant production efficiencies, optimize costs, and foster shared innovation across ReBirth's portfolio of iconic mobility brands. Cowboy's advanced digital platform will be leveraged to support other brands within the group. This collaborative approach is designed to reinforce margins and establish a solid foundation for future profitability while preserving Cowboy's unique identity.
Renewed Focus on Customer Experience
Cowboy has reassured its community of over 80,000 riders that all existing bikes will remain fully operational with continued hardware and software support. Customer services will operate as normal, and the ongoing recall program will proceed as planned with further updates expected. The primary goal of the acquisition is to enhance the customer experience by ensuring greater reliability and support.
Backed by ReBirth's industrial strength, production is set to restart at a French assembly facility with a comprehensive plan to manufacture over 1,500 bikes in January alone. This initial push is aimed at fulfilling the existing backlog of orders and stabilizing the supply chain. All customers with pending orders will soon receive updated delivery timelines aligned with the new, reinforced manufacturing schedule.
Expansion and Future Outlook
A key benefit of the acquisition is the significant expansion of Cowboy's physical retail and service footprint, particularly in France. The company will leverage ReBirth's extensive network, which includes nearly 100 dedicated bike stores and 500 independent dealers. This enhanced presence is expected to improve local availability and after-sales care, positioning France to become Cowboy's fastest-growing market.
As part of the transition, co-founder and CEO Adrien Roose has stepped down, with the company's leadership now working in close alignment with ReBirth Group. Cowboy will continue to operate independently from its Brussels headquarters, retaining its in-house design, engineering, and software teams. The immediate priorities are to strengthen production, optimize supply chains, and expand its European service network.
The acquisition by ReBirth Group marks a pivotal new chapter for Cowboy, steering the company from a period of operational uncertainty toward one of stability and structured growth. This strategic alliance is poised to resolve past production issues, rebuild customer trust, and provide the resources needed for long-term success. By combining technological innovation with industrial power, Cowboy is now better equipped than ever to deliver on its mission of transforming urban mobility.