Belgian-based electric bike startup Cowboy’s two-wheelers go on sale in the UK, Spain and Italy. Customers in France, Germany, Austria, Belgium and the Netherlands have already ridden over 3m kilometres on its bikes and now it wants to clock up quite a bit more distance.
Like many direct-to-consumer brands before, two-year-old Cowboy is hoping to convince people that its seemingly dull product is actually very desirable. Warby Parker made eyewear trendy, Away made suitcases sexy — and Cowboy wants to make e-bikes cool. Commuter cool.
Adrien Roose, CEO and Co-Founder of Cowboy, is quite clear about who his customers are not. They’re not cyclists.
That is, they’re not the kind of cyclists who hit the roads in lycra at the weekend. Instead, they’re the kind of people who might just be encouraged to cycle to work, rather than catch a bus or a train or drive, if they didn’t have to break a sweat. “They don’t want to do sport,” says Roose: the average journey on a Cowboy bike is just 5km.
Read more here
Join us February 26-27 for the Property Portal Watch Conference Bangkok 2020.