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Cowboy ‘reconnects’ with home city as company unveils new e-bike Brand Store in central Brussels

Brussels Brand Store Back to News Top

Cowboy, the world's most connected ebike, has today announced the opening of its new Brand Store in central Brussels. The showroom, just a few metres away from the iconic Palais de Bruxelles sits in the middle of the city's most desirable Marollen and Sablon districts.

Nestled within a charming vaulted ex-art gallery, this stunning space is discreetly situated at 67, Rue de la Régence. Here, customers can experience test rides and explore the brand's best selling Classic and latest award-winning Cruiser and Cruiser ST models available for purchase.

Connected to Cowboy's global HQ, the multi-use space further connects the company's world-class software and hardware teams to its customers, to support product testing and feedback for future innovation as well as hosting community events.

"The new Brand Showroom embodies versatility and multi-functionality, reflecting our dedication to maintaining close ties with our customers through innovative design. Centred around our beautiful, connected e-bike, Cowboy strives to stay close to customers for ongoing development and insights with our software and hardware teams next to the shop floor. We also look forward to hosting community events here in the near future, so watch this space."

Charles Van Haverbeke, Chief Operating Officer, Cowboy.

A minimal and simple design that emphasises the beauty of the original architecture, the showroom features upcycled and locally crafted furniture by the Belgian company Durable. All furniture is meticulously built from a single recyclable material and using sustainable production practices as well as a flat pack construction method to reduce shipping consumption. This eco-conscious design aligns with Cowboy's commitment to sustainable practices from product to showroom, as demonstrated by its B Corp certification; the only ebike maker to receive this accolade.

The launch of the Brussels showroom seamlessly fits into Cowboy's omni-channel strategy. Strengthening its offline presence, the company has established partnerships with more than 140 independent retail shops across Europe, accounting for over 20% of total sales and more than 50% of all servicing. In Belgium specifically, Cowboy is collaborating with 34 stores, with six of them providing essential pre and post-sales support.

This announcement follows a series of innovations this year, including the launch of its award-winning Cruiser model, improved in-app navigation with Google Maps Platform, and the introduction of AdaptivePower software. Cowboy's recent partnership with interest-free payment provider Klarna further enhances its customer-centric approach.

Winner of the Wallpaper* Smart Space Awards 2023 for Most Revolutionary Personal Transport and featured as one of Time Magazine's Best Inventions of 2022, Cowboy has sold over 60,000 bikes, with its global community completing more than 1.5 million rides per month.


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