Cowboy, the Brussels, Belgium-based electric bicycle maker famous for its modern take on classic European-cycling designs, is nearshoring its production to speed up delivery times.
Moving its e-bike production out of Asia, Cowboy is instead bringing its assembly back home—or at least pretty darn close to home.
Cowboy has teamed up with the France-based company ReCycles, “a renowned French manufacturer with over 30 years of experience producing for brands like Peugeot, to assemble its bikes in Romilly-sur-Seine.”
The move is intended to cut down on the time it takes to deliver electric bicycles to its customers, explained Cowboy’s CEO and Co-founder Adrien Roose.
“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.”
While many electric bicycle companies struggled with overstock situations over the last few years, Cowboy has long attempted to maintain lean operations, though this has sometimes led to long delivery times and complaints from customers. Thus, the company’s move to reshore manufacturing hopes to address those concerns.
“We acknowledge and apologise for the delays some customers have faced recently, and we have taken decisive action to fix this,” Roose stated in a comment provided to Electrek. “This move proves that Cowboy is building a stronger, more resilient future whilst focusing on our customer experience.”
The move also comes at a time when global trade wars and retaliatory tariffs are back in the news, creating greater uncertainty for e-bikes produced in major manufacturing centers such as China, Taiwan, and other leading Asian producers.
ReCycles looks ready to meet the demand and is said to be investing heavily in the future of French bicycle manufacturing. The company is currently developing a new 25,000 m² (270,000 square feet) production site set to be ready by 2027.
As Gregory Trebaol, CEO of ReCycles, explained:
“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.”
