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Cowboy, the Belgium e-bike business, founded in 2017 by start-up entrepreneurs Adrien Roose, Karim Slaoui and Tanguy Gorettihas, has fully moved its assembly operations to France.
In making the announcement the business points to a strategic nearshoring move which aims to “enhance production quality, reduce delivery times, and strengthen customer support” as the brand seeks to meet demand for its e-bikes 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.
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.
Adrien Roose, CEO and co-founder of Cowboy, said, “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.”
Supply, demand, and manufacturing
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,” Roose added. “This move proves that Cowboy is building a stronger, more resilient future whilst focusing on our customer experience.”
Aftersales issues addressed
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.
Gregory Trebaol, CEO of ReCycles, welcomed the partnership, emphasizing the significance of working with a brand at the forefront of e-bike innovation.
“We are thrilled to assemble Cowboy bikes in France. Cowboy is the world’s most advanced e-bike, combining cutting-edge technology with sleek design and a seamless riding experience. This collaboration reflects our shared commitment to quality, innovation, and making Europe a global hub for the cycling industry.”
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.
