Hawkers began as a $300 investment by four Spanish friends selling sunglasses online. Today, the company collaborates with MotoGP champions, operates manufacturing facilities across three continents, and generates over $100 million in annual revenue. Behind this transformation stands Alejandro Betancourt, whose presidency since 2016 has redefined what a digital-native brand can achieve through calculated expansion into physical retail and strategic partnerships.
The eyewear company’s 2025 product launches tell a story of calculated brand evolution. Collaborations with motorsport athletes Luca Marini and Pierre Gasly reflect a shift from purely influencer-driven marketing to partnerships that emphasize performance and precision. These collections join Hawkers’ expanding portfolio that now includes prescription eyewear, sports-specific designs, and ocean plastic sunglasses—each category carefully chosen to capture distinct market segments while maintaining the brand’s accessible luxury positioning.
From Digital Pioneer to Omnichannel Operator
The transformation of Hawkers from online-only retailer to omnichannel brand required fundamental operational changes that Alejandro Betancourt orchestrated through methodical planning. “When we started accumulating the licenses, it was a gamble, but it was a calculated gamble,” he explained about strategic risk-taking, a philosophy that equally applies to Hawkers’ retail expansion. The company now operates over 70 physical stores across Spain, Portugal, and Italy, each location selected through extensive demographic analysis and foot traffic studies.
Manufacturing represents another critical evolution. Rather than relying solely on third-party suppliers, Betancourt established production facilities in Elche, Spain, alongside existing operations in Italy and China. This vertical integration allows Hawkers to control quality while responding quickly to market demands—essential capabilities for competing against established luxury brands with decades-old supply chains.
The appointment of Pedro Beneyto as CEO in 2022, bringing experience from eyewear chain Alain Afflelou, signaled serious intent about physical retail expansion. Under this leadership structure, with Alejandro Betancourt as president focusing on strategy and Beneyto executing operational expansion, Hawkers has accelerated its franchise program while maintaining the direct-to-consumer model that originally disrupted the industry.
Manufacturing Innovation Meets Sustainability Imperatives
The production strategy that Alejandro Betancourt has implemented at Hawkers balances efficiency with environmental responsibility. Ocean plastic sunglasses, launched as part of the sustainability initiative, transform waste materials into fashion statements—allowing customers to participate directly in marine conservation through their purchases. This product line emerged from extensive research into material science and supply chain reconfiguration, requiring new partnerships with plastic collection organizations and specialized processing facilities.
“In Hawkers, for example, we do programs for eyewear and solutions for access to eyewear for people that have no access to it,” Betancourt stated about the company’s broader social mission. This commitment extends beyond product development to encompass manufacturing processes that minimize environmental impact while maintaining the quality standards consumers expect from a premium brand.
Geographic diversification of production serves multiple strategic purposes. Chinese facilities provide cost-effective manufacturing for high-volume models, Italian workshops contribute artisanal expertise for premium collections, and the Spanish factory in Elche enables rapid prototyping and “Made in Spain” branding that resonates with European consumers. Each facility specializes in specific product categories, optimizing efficiency while reducing transportation costs and carbon footprint.
The franchise model introduced under Betancourt’s leadership offers another pathway for sustainable growth. Rather than bearing the full capital expense of retail expansion, Hawkers partners with local operators who understand regional preferences and can adapt merchandising strategies accordingly. This approach has proven particularly effective in secondary markets where brand awareness exists but direct investment might not generate sufficient returns.
Pedro Beneyto’s vision for prescription eyewear expansion leverages this distributed model: “One of our objectives is to expand our eyewear offering to prescription eyeglasses, a sector with which I am very familiar, either through franchises or through our own network of opticians,” he explained in October 2022. This strategic direction positions Hawkers to capture a larger share of the €75 billion global eyewear market while maintaining capital efficiency.
Strategic Partnerships Driving International Expansion
Alejandro Betancourt recognizes that global expansion requires more than opening stores in new territories—it demands cultural adaptation and local market expertise. “We’ve been very successful in Mexico,” he noted, describing one of Hawkers’ key growth markets. “We are one of the leaders in Mexico, and it’s a country that population-wise is as big as half of Europe.”
Mexico’s success story illustrates the localization strategy at work. Rather than importing European marketing campaigns wholesale, Hawkers partnered with regional celebrities and athletes who resonate with local consumers. Soccer partnerships proved particularly effective in Latin America, where the sport commands passionate followership across demographic segments. These collaborations extend beyond simple endorsements to include limited-edition designs that celebrate local culture while maintaining Hawkers’ distinctive aesthetic.
The company’s presence in over 80 countries through its digital platform provides valuable data for physical expansion decisions. Web traffic patterns, conversion rates, and customer service inquiries reveal which markets demonstrate sufficient demand to justify retail investment. This data-driven approach minimizes the risk inherent in international expansion while accelerating time to profitability in new regions.
Technology infrastructure supporting this global growth represents significant investment under Alejandro Betancourt’s leadership. Multi-currency payment processing, localized customer service in multiple languages, and region-specific inventory management systems enable Hawkers to operate seamlessly across borders. The company’s ability to fulfill orders from the nearest distribution center reduces shipping costs and delivery times—critical factors for customer satisfaction in the competitive eyewear market.
Partnership strategies vary by market maturity. Established European markets see continued investment in flagship stores and premium collaborations, while emerging markets might begin with pop-up stores or wholesale partnerships to test consumer response. Alejandro Betancourt’s experience across multiple industries informs this nuanced approach: “It’s a matter of being able to adapt constantly in the long term or in the medium term,” he observed about business sustainability.
Looking ahead, the convergence of digital innovation, sustainable manufacturing, and strategic retail expansion positions Hawkers for continued growth under Betancourt’s leadership. The brand that once existed solely on social media feeds now represents a comprehensive eyewear ecosystem—from ocean plastic materials to MotoGP collaborations, from Spanish factories to Mexican retail stores. This evolution demonstrates how digital-first brands can successfully transition to omnichannel operations without abandoning the agility that enabled their initial success.
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