Brussels’ Cowboy brings its production back near home in France

The hip Brussels electric bike maker Cowboy will now fully assemble its bikes in France instead of Hungary. To do so, it will partner with ReCycles, a French manufacturer with more than 30 years of experience in the sector, which will also manage the stock of parts.

The reason for the move is to enhance production quality, reduce delivery times, and strengthen customer support.

ReCycles assembles in Romilly-sur-Seine, located in the Aube department 1h15 from Paris, for brands such as Peugeot and Gitane, among others. The partnership also marks a shift for ReCycles, expanding its production from traditional bicycles to high-tech e-bikes.

Up to 18,000 bikes a year

The company is also developing a new 25,000 m² production site by 2027. According to the French press, the annual production would be between 14,000 and 18,000 bikes.

In a press release, Cowboy clarifies that the shift from the Hungarian Flex to the French ReCycles is coming to respond to global supply chain disruptions that have 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.”

125 service locations

At the same time, Cowboy is also reinforcing its commitment to after-sales service. Owners of a Cowboy bike now have access to more than 125 service locations and mobile technicians across more than 40 cities, alongside a multilingual customer support team in its Brussels HQ, “now responding in just ten minutes on average”.

Until now, Cowboy customers sometimes had to wait up to two months for their bikes. Through the agreement with ReCycles, Cowboy promises deliveries in much shorter time frames. At the same time, it also hopes to profit for the first time this year, even though the move will likely increase production costs.