Brussels-based electric bike company Cowboy has been acquired by ReBirth Group Holding, which owns cycling brands Peugeot, Gitane and Solex. The deal includes undisclosed funding from ReBirth and €15 million from existing shareholders. The funding will restart production and address a backlog of spare parts. ReBirth is the parent of Re-cycles, the French manufacturer that took over Cowboy's e-bike assembly operations earlier this year. Cowboy faced significant challenges in 2025, including delayed deliveries and repairs, and a costly frame recall that brought the company close to bankruptcy. The company's design, engineering and software teams will continue operating independently from Brussels, though founder and chief executive Adrien Roose has departed.

Brussels-based e-bike company Cowboy was saved from bankruptcy by a takeover from French e-mobility firm Rebirth, which invested €15 million and acquired an 80% stake. Rebirth plans to cut costs and expand Cowboy's retail presence. Cowboy is projected to lose €8-10 million this year with a turnover of €20-22 million, aiming to break even by 2027 with €40 million turnover. Original investors lost most of their investment, retaining only 20% of the company.

French conglomerate ReBirth is acquiring the struggling Brussels-based e-bike brand Cowboy. ReBirth is investing €15 million in the rescue, securing an 80% stake in Cowboy.