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Cowboy Announces New Partner Network for Retail and Servicing

Cowboy Partner Network Back to News Top

Cowboy, the world's most advanced e-bike brand, has today announced the launch of its Retail Partner Network independent with bike shops across Europe. This new model will increase the brand's retail and service presence across the continent, bolstering its omni-channel approach by complementing its current online sales channels, Brand Stores and Mobile Network of Mechanics and Test Riders.

Via a new network of independent bike stores, new customers within Belgium, France, the Netherlands, Germany and the UK will be able to trial and shop Cowboy's award-winning Classic and Cruiser ST models, while existing customers will benefit from increased access to servicing and repairs. The company has ambitions to sign up 300 new Retail Partners in 60 European cities by the end of the year.

“We are highly dedicated to our rider community, and this new retail model not only builds our brand's footprint in Europe, it makes access to customer support even easier, giving people confidence that our best-in-class bikes can be serviced locally as well as through 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.”

Adrien Roose, Cowboy CEO and Co-Founder.

As Cowboy continues to grow, attracting riders beyond the city centres of capital cities in its core markets and ensuring that customers are able to access cost effective, reliable and convenient service is paramount for the brand. Once selected, Retail Partners will receive a dedicated Cowboy account manager and extensive repairs and servicing training in order to become a certified partner. Those interested in joining Cowboy can contact Cowboy via

Cowboy will continue to operate Cowboy Care and its mobile mechanic service, where customers can book on-demand at-home maintenance services with Cowboy technicians at their address providing a flexible option for those who prefer support on their own doorstep.

This new Retail Partner Network marks a step forward in Cowboy's offline presence in Europe, having also recently launched within luxury department store Selfridges in London.

Cowboy has also relaunched its subscription service in Germany and The Netherlands this month enabling customers to rent Cowboy e-bikes via subscription partner Grover from just €124.90 per month, as part of its commitment to making its bikes as accessible as possible.

The brand continues to drive innovation further with new software launches this season. These innovations include the recent launch of Cowboy AdaptivePower™ , a new breakthrough technology that enables its 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.

Built on innovation, Cowboy has changed the way people think about e-bikes, creating the ultimate fully automatic rider experience. Cowboy's software expertise has enabled advances in safety and theft features with its crash detection and anti-theft protection.

Cowboy's latest crowdfunding round surpassed their 1M goal in under 48 hours, and is Crowdcube's most popular mobility campaign of the year so far, with the most investors overall, a testament to the strength of the Cowboy community. Cowboy also became the first e-bike manufacturer to achieve B Corp status in December last year.

About Grover

Grover is the global leader in technology rentals, enabling people to subscribe to tech products monthly instead of buying them. Founded in 2015 by Michael Cassau, Grover's mission is to make exceptional technology more accessible, because technology is a basic human right. With Grover, subscribers get access to a wide range of over 5,000 tech products, including smartphones, laptops, virtual reality (VR) gear, wearables and smart home appliances on a flexible monthly rental basis. Once a product rental period has ended, Grover's service allows its users to return it free of charge. They can also decide to extend the product rental length or exchange the product for something else. Rentals are available in the U.S., Germany, Austria, the Netherlands and Spain at GROVER.COM, as well as in Germany through Grover's online and offline partner network, including Europe's leading electronics retail group, MediaMarktSaturn. Grover is a pioneer in the circular economy: Its business model of renting out and refurbishing tech products contributes to devices being used more frequently and for a longer period. That increases the potential to avoid e-waste. Grover has circulated more than 1 million devices in total. With total funding of around €1.4 billion to date and over 400 employees, Grover is one of the fastest-growing scaleups in Europe.


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