Four friends with a modest budget and a simple idea to sell sunglasses online hardly seemed like a threat to luxury eyewear giants. Yet that beginning would become one of Europe’s most remarkable startup transformations, catching the attention of seasoned investor Alejandro Betancourt López and ultimately reshaping how consumers think about accessible luxury eyewear.
The Spanish startup’s trajectory changed dramatically when Betancourt López led a €50 million funding round in October 2016, one of the largest startup financings in Spain at that time. One month later, the company’s board appointed him as president, recognizing that his global business experience could unlock the brand’s international potential. What followed was a methodical expansion that would take Hawkers from a regional e-commerce experiment to a brand with operations across more than 20 countries.
From Digital Native to Manufacturing Pioneer
Hawkers began as something entirely different—a platform for Spanish users. The founders quickly noticed that sunglasses were selling well and made the pivotal decision to focus exclusively on eyewear. This pivot proved prescient, but the company still faced significant challenges competing against established brands with decades of market presence.
Alejandro Betancourt López recognized that controlling the supply chain would be critical for maintaining quality while keeping prices competitive. Under his leadership, Hawkers brought manufacturing in-house, establishing production facilities in Spain, Italy, and China. This strategic move allowed the company to maintain strict quality standards while responding quickly to market demands—a significant advantage over competitors relying on third-party manufacturers.
Rewriting the Marketing Playbook
Traditional luxury eyewear brands had long relied on celebrity endorsements and glossy magazine spreads. Betancourt López chose a different path, investing heavily in digital marketing and social media engagement at a time when many established brands still viewed these channels skeptically.
The strategy centered on partnering with micro-influencers—college students and young professionals with authentic social media followings. Rather than pursuing expensive celebrity deals, Hawkers distributed products to smaller influencers who could genuinely connect with their audiences. This grassroots approach created organic buzz that traditional advertising couldn’t replicate, particularly among younger demographics that represented Hawkers’ core market.
Geographic Expansion Through Cultural Adaptation
Betancourt López understood that global expansion required more than simply translating websites and shipping internationally. Each new market demanded careful study of local preferences and buying habits. The European expansion came first, leveraging the company’s Spanish roots and EU trade advantages to establish footholds in France, Germany, and Italy.
The American market presented different challenges. U.S. consumers were accustomed to either high-end designer brands or generic drugstore options, with little middle ground. Hawkers positioned itself as the accessible luxury alternative, partnering with American college students and lifestyle influencers who embodied the brand’s youthful energy. The approach worked—American sales grew as consumers discovered they could own fashionable eyewear without the traditional luxury markup. Today, Hawkers operates successfully across Europe, North America, and Latin America, with Alejandro Betancourt López continuing to guide its strategic direction as the company explores new markets and product categories.
Read: How Alejandro Betancourt López Built a Billion-Dollar Empire Through Diversification