Cowboy opens flagship store in Brussels

With the opening of a flagship store in the centre of Brussels, Belgian e-bike producer Cowboy is taking another step in its omnichannel strategy.

Test rides and events

Just a few months after closing its showroom on the Quai du Hainaut, Cowboy is opening a new flagship store in a former art gallery on the rue de la Régence, a few metres away from the capital’s Palace of Justice. The company’s headquarters is also located at this address. Interested customers can book a test drive and learn about the brand’s latest models here. The multi-purpose space will also host events.

The launch of the Brussels showroom fits into Cowboy’s omnichannel strategy, the press release says. The company has established partnerships with more than 140 independent shops across Europe, which together account for more than 20 % of total sales and more than 50 % of all servicing. In Belgium, Cowboy works with 34 shops, six of which provide essential post-sales support.

Higher prices, lower costs

Like many e-bike manufacturers, Cowboy has had difficult years, but with a new strategy, the company aims to become profitable. The brand has raised prices and now lets customers pay extra for digital services, as well as cutting operating costs sharply. From now on, Cowboy focuses on five of the thirteen countries where the brand operates: Belgium, France, Germany, the Netherlands and the United Kingdom. Cooperation with independent bike shops is also part of the relaunch plan, as its own mobile repair service proved too expensive.

Last year Cowboy still made a net loss of 32 million euros on a turnover of almost 41 million, De Tijd reports. This year, the startup raised 12.8 million euros from existing shareholders and through crowdfunding.