{"id":137927,"date":"2025-12-18T10:33:22","date_gmt":"2025-12-18T09:33:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=137927"},"modified":"2025-12-18T10:33:24","modified_gmt":"2025-12-18T09:33:24","slug":"sauvetage-cowboy-acheve-in-extremis","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/sauvetage-cowboy-acheve-in-extremis\/","title":{"rendered":"Sauvetage Cowboy achev\u00e9 in extremis"},"content":{"rendered":"\n<p>La marque bruxelloise de v\u00e9los \u00e9lectriques <strong>Cowboy <\/strong>est d\u00e9finitivement entre les mains de Fran\u00e7ais. Le groupe fran\u00e7ais <strong>ReBirth <\/strong>a finalis\u00e9 son rachat et investit quinze millions d&rsquo;euros. Le fondateur et PDG Adrien Roose quitte l&rsquo;entreprise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une restructuration lourde<\/h2>\n\n\n\n<p>Cet accord met fin \u00e0 l&rsquo;ind\u00e9pendance de Cowboy, qui \u00e9tait au bord de la faillite ces derniers mois. ReBirth, propri\u00e9taire de marques de v\u00e9los telles que Peugeot, Gitane et Solex, avait d\u00e9j\u00e0 annonc\u00e9 le rachat en septembre, mais la finalisation a pris plus de temps que pr\u00e9vu. Pr\u00e8s de 8 000 investisseurs priv\u00e9s ont d&rsquo;abord d\u00fb accepter que leurs investissements, d&rsquo;un montant total de 10,6 millions d&rsquo;euros, s&rsquo;\u00e9vaporent presque enti\u00e8rement.<\/p>\n\n\n\n<p>ReBirth acquiert une participation majoritaire gr\u00e2ce \u00e0 une injection de capital de quinze millions d&rsquo;euros, compl\u00e9t\u00e9e par une conversion de dettes en capitaux propres et une restructuration financi\u00e8re plus large. Cowboy \u00e9tait confront\u00e9 \u00e0 une dette de 56 millions d&rsquo;euros.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Expansion en France <\/h2>\n\n\n\n<p>Ces derni\u00e8res ann\u00e9es, Cowboy a connu des difficult\u00e9s, principalement dues \u00e0 des probl\u00e8mes op\u00e9rationnels : un rappel co\u00fbteux de cadres qui se sont av\u00e9r\u00e9s cassants, des probl\u00e8mes de livraison persistants, des concessionnaires m\u00e9contents et des clients qui ont parfois attendu des mois pour recevoir leur v\u00e9lo ou leurs pi\u00e8ces de rechange. \u00c0 la fin de l&rsquo;\u00e9t\u00e9, la faillite semblait in\u00e9vitable.<\/p>\n\n\n\n<p>ReBirth veut renverser la tendance en relan\u00e7ant le moteur industriel. Les nouveaux capitaux seront principalement consacr\u00e9s \u00e0 la reprise de la production dans les usines fran\u00e7aises du groupe et \u00e0 l&rsquo;approvisionnement des concessionnaires et des clients en pi\u00e8ces d\u00e9tach\u00e9es. En janvier, 1 500 nouveaux v\u00e9los Cowboy devraient d\u00e9j\u00e0 sortir des cha\u00eenes de production dans le nord de la France afin de rattraper le retard accumul\u00e9.<\/p>\n\n\n\n<p>En outre, Cowboy aura acc\u00e8s au vaste r\u00e9seau de distribution fran\u00e7ais de ReBirth. Les v\u00e9los seront d\u00e9sormais \u00e9galement vendus dans 105 magasins des cha\u00eenes Oxygen et Ovelo et dans environ 500 magasins de v\u00e9los ind\u00e9pendants. La France, qui n&rsquo;est aujourd&rsquo;hui que le quatri\u00e8me march\u00e9 apr\u00e8s les Pays-Bas, la Belgique et l&rsquo;Allemagne, devrait ainsi devenir un important p\u00f4le de croissance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque bruxelloise de v\u00e9los \u00e9lectriques Cowboy est d\u00e9finitivement entre les mains de Fran\u00e7ais. Le groupe fran\u00e7ais ReBirth a finalis\u00e9 l&rsquo;acquisition et investit quinze millions d&rsquo;euros. Le fondateur et PDG Adrien Roose quitte l&rsquo;entreprise. <\/p>\n","protected":false},"author":5,"featured_media":137928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,20],"tags":[],"people":[],"extra":[43],"company":[1250],"topic":[282],"region":[413],"class_list":["post-137927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","category-vrije-tijd","extra-plus","company-cowboy","topic-acquisition","region-bruxelles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sauvetage Cowboy achev\u00e9 in extremis - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La marque bruxelloise de v\u00e9los \u00e9lectriques Cowboy est d\u00e9finitivement entre les mains de Fran\u00e7ais. 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