The rebirth of Cowboy is officially underway in 2026, backed by the company's new French investor, ReBirth Group Holding SA. Cowboy is reporting progress on its recall program, the clearance of its order backlog and a leadership transition, all aimed at stabilising the company after a tumultuous 2025.
BRUSSELS, Belgium - E-bike brand Cowboy has officially been taken over by France's ReBirth Group Holding SA. The agreement signals a new phase for the Belgian brand, which will now fully lean on ReBirth's industrial and recapitalisation capabilities. The transaction includes a full financial restructuring with Cowboy's primary lender, providing a stronger balance sheet and a clean slate. Cowboy founder and CEO, Adrien Roose, has left the company.
BRUSSELS, Belgium - Cowboy's relationship with French brand partner Rebirth Group is evolving once again as Rebirth prepares to become a majority shareholder of the e-bike brand. An 80% stake in the company is anticipated. While the exact details are still under wraps, Cowboy's spokesperson did confirm to Bike Europe that discussions with Rebirth are progressing "very positively."
BRUSSELS, Belgium - Cowboy's 2024 annual report, finalised on 4 August and published after a significant delay a month later, shows a company scrambling to find new financiers amidst declining profits. It also sheds new light on Cowboy's recent recall and the financial toll that it took on the young Brussels-based company.
BRUSSELS, Belgium - E-bike brand Cowboy has broken its recent silence to announce new milestones in the form of short-term financing and brand partner Rebirth Group — and to address the variety of complaints lodged against the company in the past few months.
BRUSSELS, Belgium — The Belgian e-bike brand is in hot water after customers called out unexpectedly long wait times and a lack of transparency from the company. It's safe to say Cowboy has had a rough start to the year, as the e-bike manufacturer has attempted to navigate a production relocation, frame recall and now backordering issue - all in the span of a few months.
