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November 12, 2019

Electric bike startup Cowboy hits the streets in three new countries

This is where the direct-to-consumer phenomenon meets Europe’s micromobilty revolution.


Amy Lewin

4 min read

Europe’s micromobility revolution is zipping along, with e-scooter services, ride-hailing firms and bike- and car-sharing schemes all growing speedily. But there’s another player worth paying attention to: direct-to-consumer e-bikes. 

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Sifted took Cowboy for a spin. Verdict: smooth, sleek, definitely not comfy for most women.
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The Cowboy concept store in Molenbeek, Belgium.
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Potential customers can ride Cowboy bikes around inside the concept store.
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The Cowboy founders.
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Amy Lewin

Amy Lewin is Sifted’s editor and host of Startup Europe — The Sifted Podcast . Follow her on X, LinkedIn and Bluesky

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