Cowboy e-Bike May Be Acquired by ReBirth: What This Means for the Brand
Last Updated on October 5, 2025 by Kristina
Belgian e-bike brand Cowboy is in advanced talks to be acquired by ReBirth Group Holding. The discussions come months after ReBirth helped bail out the company during a tough year for the e-bike industry.
A Rescue That Became a Deal
ReBirth Group, a European investment firm focused on green technology and sustainable mobility, provided emergency funding to Cowboy earlier this year. Now, that rescue could turn into a full takeover.
Sources say the deal is close to being finalized, though neither company has publicly confirmed details. If completed, ReBirth would take control of Cowboy’s operations, product development, and distribution.
Why Cowboy Matters
Cowboy isn’t just another e-bike company. Founded in 2017 in Brussels, it became one of Europe’s most recognized urban e-bike brands. The company built its reputation on style, simplicity, and smart tech — all wrapped into a minimalist frame.
Its bikes feature integrated batteries, automatic motor assistance, and a connected app with GPS tracking and theft alerts. Riders love the seamless, “always ready” feeling that made Cowboy stand out from bulkier e-bikes.
Models like the Cowboy 4 and Cruiser ST gained a strong following among city commuters, tech professionals, and design enthusiasts.
Financial Struggles Hit Hard
Like many e-bike startups, Cowboy grew fast during the pandemic. But when sales slowed, the company faced a cash crunch. High supply costs and heavy investment in software and app development added to the pressure.
In early 2025, ReBirth stepped in with a bridge loan to help Cowboy stay afloat. That support now appears to be paving the way for a full acquisition.
What ReBirth Brings to the Table
ReBirth Group Holding invests in companies working on electric mobility, recycling, and green energy. The firm’s portfolio includes small EV startups and battery tech ventures.
For Cowboy, this partnership could mean fresh capital, better manufacturing support, and access to new supply chains. It could also open doors to North American expansion, a goal Cowboy has long hinted at but struggled to fund.
What It Means for Riders
For now, Cowboy says it’s “business as usual.” Its website continues to sell bikes, and the company is still releasing software updates for the Cowboy app. Customer support remains active.
However, the acquisition could bring changes over time — possibly new models, subscription-based services, or integration with other e-mobility apps in ReBirth’s ecosystem.
Riders who already own a Cowboy bike should see no short-term disruption, though the company may shift toward more cost-efficient production to regain profitability.
The Bigger Picture
Cowboy’s story reflects the maturing e-bike market. After years of hype and rapid growth, many brands are facing consolidation. Investors now favor steady growth and solid service over flashy innovation.
Other premium e-bike brands, such as VanMoof and Stromer, have also faced financial trouble or restructuring. Industry watchers say these challenges are normal growing pains as e-bikes move from niche products to mainstream transport.
What’s Next
If the deal closes before the end of 2025, ReBirth is expected to announce a restructuring plan early next year. That could include new management, expanded sales channels, and possibly a push into fleet partnerships for delivery or rental services.
For Cowboy, this could be a second chance — a way to stabilize finances and refocus on design and innovation.
About Cowboy
- Founded: 2017, Brussels, Belgium
- Founders: Adrien Roose, Karim Slaoui, and Tanguy Goretti
- Known For: Sleek urban e-bikes with app-based smart features
- Popular Models: Cowboy 4, Cruiser, Cruiser ST
- Price Range: Around €3,000–€4,000 (≈$3,200–$4,300)
- Availability: Europe, with U.S. launch planned in future
Final Take
Cowboy’s potential sale marks a turning point for Europe’s e-bike scene. It’s a reminder that innovation alone isn’t enough — stability and smart growth now matter most.
If ReBirth can balance Cowboy’s tech-driven spirit with sound business footing, the partnership might help the brand ride again — stronger and more global than before.
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Kristina is not just an enthusiast but a true authority on electric bikes. Nestled in the coastal beauty of Virginia, Kristina has found the perfect backdrop for her passion for electric biking. As a dedicated wife and homeschooling mom, her life revolves around family, faith, and the thrill of adventure.
Originally hailing from Ohio, Kristina's journey with electric bikes began as a curiosity and quickly evolved into a deep expertise. Her blog is a testament to her love for electric biking, combining her fascination for eco-friendly transportation with her coastal lifestyle.
When she's not cruising the beach on her electric bike, you'll find Kristina indulging in her other loves: long walks along the shore, getting lost in a good book, and cherishing moments with her loved ones. With a heart as big as her love for animals, especially cats, Kristina brings a unique perspective to the electric bike world, grounded in her strong faith in God and her dedication to a sustainable lifestyle.
Through her blog, Kristina shares her extensive knowledge of electric bikes, offering valuable insights, tips, and recommendations to fellow enthusiasts. Whether you're a seasoned rider or a newcomer to the electric bike scene, Kristina's blog is your go-to source for all things electric biking, fueled by her passion, expertise, and the scenic beauty of coastal Virginia.
