Cowboy’s e-bikes granted a second life

Cowboy, a Brussels-based e-bike maker, has secured short-term financing and a long-term commitment from Rebirth Group Holding to ensure its survival. The company had faced challenges, including delays in deliveries, lack of parts, missed payments, and mounting debt, leading to speculation about its imminent demise. The company's recent recall of its Cruiser ST model, caused by an "unapproved change from a supplier," has been described as the "most challenging period in the company's history." However, with the funding secured, replacement frames ready, and the first recall hub operational, Cowboy says it will gradually return to normal operations before the end of the year. Cowboy's partnership with Rebirth Group, the parent of Re-cycles, a French manufacturer of traditional bicycles, is expected to help reduce delivery times and improve customer support. The company has promised to deliver outstanding bikes, resolve open cases, and regain the level of service its customers expect, with an update on progress to be provided in September.