ReBirth Group Holding has completed the acquisition of Cowboy, the Brussels-based electric bike company, in a deal worth €15 million ($17.6 million). The acquisition, which includes additional funding from ReBirth and existing shareholders, aims to revive Cowboy’s production and address operational challenges the company faced in recent years.
Following a turbulent period in 2025, Cowboy experienced delivery delays, repair issues, and a costly frame recall that nearly led to bankruptcy. With ReBirth’s backing, Cowboy anticipates a fresh start by producing 1,500 new bikes in January to fulfill outstanding orders and enhance customer satisfaction. Moreover, the synergy between Cowboy’s expertise and ReBirth’s established network is poised to bolster the brand’s presence in France and optimize distribution channels.
Despite the change in ownership, Cowboy’s core teams responsible for design, engineering, and software will remain in Brussels. However, the departure of founder and CEO Adrien Roose signifies a new chapter for the company under ReBirth’s leadership. Roose expressed optimism about the partnership, emphasizing the commitment to ensuring reliability and support for Cowboy’s riders.
Looking ahead, the collaboration between Cowboy and ReBirth hints at potential cross-brand innovations, with Cowboy’s digital capabilities likely influencing ReBirth’s product portfolio. By leveraging data-driven solutions and a customer-centric approach, the alliance is poised to drive technological advancements and operational efficiencies within the cycling sector.
Source: The Verge
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