Belgian e-bike brand Cowboy has partnered with Selfridges to make its e-bikes available at the retailer’s flagship Oxford Street store.

Customers will be able to buy Cowboy’s C4 and C4 ST step-through models at the Selfridges Smartech Bike Shop space, located on the lower ground floor, as well as trial the bikes at a dedicated in-store test-ride area. Test rides can be booked online via uk.Cowboy.com or during a visit.

This marks the brand’s first entry into physical retail in the UK. The e-bikes will also be available online at Selfridges.com from late April.

Adrien Roose, Cowboy CEO and co-founder, said: “The shift to cycling in London is not slowing down; with improved infrastructure and such conscious consumers, demand for e-bikes continues to rise, something we see in our UK transactions, which are up 73% on 2022 so far this year.

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

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

> Cowboy have started selling refurbished e-bikes after attaining B Corp status

Earlier this month, Cowboy launched AdaptivePower, a new technology that “enables the bike to think for itself” by sensing changes in the riding environment in real time, and adjusting the power assistance, depending on hill, wind or weight.

Cowboy bikes are updated remotely meaning existing C4 and C4 ST customers will receive this tech via an in-app update.