Cowboy makes first entry into UK physical retail
E-bike brand Cowboy has made its first entry into UK physical retail through a partnership with Selfridges and experience-led tech retailer Smartech.
The brand’s bikes are now available at Selfridges’ department store in London’s Oxford Street and will also be sold online at Selfridges.com from late April.
Customers will be able to discover Cowboy’s C4 and C4 ST (step-through) models at the Selfridges’ Smartech Bike Shop space then test the bikes at a dedicated in-store test-ride area.
Martyn Stroud, Selfridges technology buying director, said: “We’re excited to welcome Cowboy to our London store with their first UK based physical destination. As one of the leading bike brands in urban and e-mobility, and the first e-bike maker to achieve B-corp status, they’re a great partner for Selfridges.”
The partnership marks a step forward in Cowboy’s presence in the UK as it expands its sales and service footprint and drives innovation further with new software launches this season.
Founded in 2017 by Adrien Roose, Karim Slaoui and Tanguy Goretti, Cowboy is headquartered in Brussels.
Roose said: “The shift to cycling in London is not slowing down; with improved infrastructure and such conscious consumers, demand for e-bikes continues to rise, something we see in our UK transactions, which are up 73% on 2022 so far this year.”
