**Brussels**: Belgian e-bike manufacturer Cowboy has relocated its assembly to France to tackle supply chain disruptions. This strategic move, supported by a partnership with ReCycles, aims to enhance production, reduce delivery delays, and meet increasing demand for its e-bikes across Europe.
Today, Belgian e-bike manufacturer Cowboy announced that it has relocated its assembly operations to France, marking a significant shift in its production strategy. This decision is a direct response to the ongoing global supply chain disruptions that have affected the wider industry, particularly during the COVID-19 pandemic.
The transfer of assembly to France aims to address delivery delays that arose from the company’s lean stock levels, which were a byproduct of its focus on strategic, long-term growth. Adrien Roose, co-founder and CEO of Cowboy, explained the company’s cautious approach, stating, “We didn’t have the ability to build buffer stock in an unpredictable environment. That’s why we made a strategic decision to change our assembler.” He emphasized the necessity of partnering with a manufacturer capable of supporting efficient stock building without disrupting cash flow.
The process began last summer, with Cowboy evaluating nearly a dozen contract manufacturers across Europe. Ultimately, the company formed a partnership with ReCycles, a French manufacturer based in Romilly-sur-Seine, which boasts over 30 years of experience producing bicycles for prominent brands, including Peugeot. This collaboration is designed to enhance production quality, reduce delivery times, and amplify customer support, all while catering to the rising demand for Cowboy’s e-bikes throughout Europe.
Roose detailed the benefits of this partnership, noting that ReCycles’ experience in manufacturing e-bikes provides operational advantages, such as better economies of scale and improved relationships with suppliers. These changes are expected to mitigate the supply chain issues previously encountered. “We acknowledge and apologise for the delays some customers have faced recently, and we have taken decisive action to fix this,” Roose remarked, assuring customers that deliveries are now underway.
The collaboration also signals a new direction for ReCycles, which is expanding its production capabilities to include high-tech e-bikes. The company is in the process of developing a new 25,000 m² production facility, slated for completion by 2027, reinforcing France’s positioning as a leader in sustainable mobility.
Gregory Trebaol, CEO of ReCycles, expressed enthusiasm about the burgeoning partnership, stating, “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.”
In addition to advancements in production, Cowboy is enhancing its after-sales service. Riders now have access to more than 125 service locations and mobile technicians in over 40 cities. Furthermore, the customer support team based in Brussels is responding to inquiries in just ten minutes on average. Roose noted, “We’ve made a lot of changes — from the way we hire and train people to integrating AI into our customer service tools.”
Cowboy has established strong relationships across Europe and the UK, partnering with over 100 businesses in key markets. With assembly operations now underway in France, the company is poised for further growth and improved service delivery, as it continues to meet the evolving needs of e-bike riders across the continent.
Source: Noah Wire Services
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