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Cowboy launches UK bricks and mortar retail partnership with Selfridges

Selfridges flagship store

E-bike brand Cowboy has made its first entry into UK physical retail via Selfridges and experience-led tech retailer Smartech.

Cowboy e-bikes are now available at Selfridges flagship store located on Oxford Street, with them being available online from late April.

The move represents the brand’s first entry into physical retail in the UK, further demonstrating its commitment to the UK market and its overall mission to bring the benefits of e-bikes to more people.

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As a result, customers will be able to discover Cowboy’s C4 and C4 ST (step-through) models at the Selfridges’ Smartech Bike Shop space, located on the ground floor, equipped with a dedicated in-store test-ride area.

“We’re excited to welcome Cowboy to our London store with their first UK based physical destination,” Selfridges technology buying director Martyn Stroud said.

“As one of the leading bike brands in urban and e-mobility, and the first e-bike maker to achieve B-corp status, they’re a great partner for Selfridges.”

“We are incredibly excited to work with the teams at Smartech and Selfridges, with both sharing our ethos of unparalleled customer experience, dedication to sustainability and innovation,” Cowboy CEO and co-founder Adrien Roose said.

“We can’t wait to see our London community in the store trialling our award-winning e-bikes.”

The brand also became the first e-bike manufacturer to achieve B Corp status in December of 2022.

Photo credit: Shutterstock

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