- Nearshoring to France to improve delivery times, quality and scale responsibly.
- Partnership with Re-Cycles, a leading French manufacturer with 30+ years of craftsmanship, ensuring precision-built ebikes.
- Production ramping up, with bikes already shipping across Europe and full capacity set to enable deliveries within days.
- Strengthening after-sales service, with 125+ service locations, mobile technicians in 40+ cities, and fast multilingual support.
Cowboy, the world's most advanced e-bike brand, has today announced it has fully moved its assembly operations to France. This strategic nearshoring move enhances production quality, reduces delivery times, and strengthens customer support as the brand seeks to meet demand for its ebikes across Europe.
Cowboy has partnered with ReCycles, a renowned French manufacturer with over 30 years of experience producing for brands like Peugeot, to assemble its bikes in Romilly-sur-Seine. As the most advanced e-bike on the market, Cowboy integrates cutting-edge technology with precision engineering, requiring expert craftsmanship to ensure the highest standards of performance and reliability.
This partnership also marks a shift for ReCycles, expanding its production from traditional bicycles to high-tech e-bikes—a nod to the future of the cycling industry and France's leadership in innovation. With assembly now ramping up, bikes are already shipping to riders across Europe, marking a new chapter in Cowboy's growth.
"Bringing our assembly to France marks a significant turning point for Cowboy. This move strengthens our commitment to quality while allowing us to scale efficiently to meet demand. By working with a manufacturer that combines decades of expertise with a vision for the future, we're not only improving production but also reinforcing France's role in the evolution of e-bike innovation.
As we ramp up production, availability for our bikes continues to grow, and once we reach full capacity, bikes will be delivered within days—getting more riders in the saddle faster than ever."Adrien Roose, CEO and Co-founder of Cowboy, Cowboy.
The shift comes as part of Cowboy's response to global supply chain disruptions that impacted the entire industry. Unlike brands that overstocked or struggled to recover, Cowboy stock levels remained lean as the company focused on strategic, long-term growth. However, this led to delivery delays for some customers.
"We acknowledge and apologise for the delays some customers have faced recently, and we have taken decisive action to fix this.
“This move proves that Cowboy is building a stronger, more resilient future whilst focusing on our customer experience"Adrien Roose, CEO and Co-founder of Cowboy, Cowboy.
In addition to production improvements, Cowboy is reinforcing its commitment to after-sales service. Riders now have access to 125+ service locations and mobile technicians across 40+ cities, alongside a multilingual customer support team in its Brussels HQ, now responding in just 10 minutes on average.
ReCycles is investing heavily in the future of French bicycle manufacturing with Cowboy. The company is developing a new 25,000 m² production site by 2027, reinforcing France’s leadership in sustainable mobility.