Belgian e-bike brand Cowboy, founded in 2017 and well known in Belgium and the Netherlands, is set to be acquired by French bicycle group Rebirth.
CEO Grégory Trebaol told Le Figaro that Rebirth will take an 80 percent stake and inject 15 million euros into the company.
Cowboy has been facing financial distress, reporting a 21 million euros loss in 2023, compounded by supply chain delays, product recalls due to defective frames, and reputational setbacks. The fresh capital would bring Cowboy under the same roof as Rebirth brands Lejeune, Solex, and Gitane.
According to Cowboy, negotiations are still ongoing but progressing positively. A deal is expected to be finalized by mid-October, though financial details are not yet fully confirmed.


