Hawkers, the disruptor that reshaped the eyewear industry in 2013 with its youth-centric designer sunglasses, is poised for its next leap. Renowned for its ingenious social media marketing and influencer collaborations, the company has thrived under the leadership of CEO Pedro Beneyto. In an exclusive interview with FashionNetwork.com, Beneyto discusses the company’s remarkable first decade and his inaugural year as its captain.
A Winning Marketing Formula
Hawkers’ triumph is propelled, in part, by strategic alliances with luminaries like Spanish actress Paula Echevarría. This astute approach has propelled the brand into a unique eyewear niche.
Pedro Beneyto, equipped with extensive experience from his previous roles at Suárez Jewelry and a 12-year tenure as the head of Alain Afflelou in Spain, brought invaluable optical industry acumen to Hawkers. Although precise revenue figures are undisclosed, Beneyto revealed a notable 12% surge in sales over the previous 12 months, as of June 2023. This growth results from augmented revenue and an astutely executed cost reduction plan that fortifies operational margins without impacting consumer pricing.
The Vision for Global Expansion
Buoyed by a robust financial underpinning, Hawkers is now charting a course for its principal challenge of the next decade: global expansion. The brand will inaugurate its maiden franchised optical store in Mexico in September, an epoch-making move on a global scale. While the brand presently operates approximately 70 stores in Spain and Portugal, Hawkers plans to prioritize retail proliferation, both within and beyond the Iberian Peninsula. The extension beyond these borders will be chiefly spearheaded by franchised partners. The brand envisages launching nearly 35 new outlets between 2023 and 2024.
Mexico holds a pivotal position in Hawkers’ global strategy, standing as its second-largest market and on track to surpass Spain shortly. To bolster its Mexican presence, the brand will promptly designate a dedicated country manager, a shift from the prior direct oversight from the Spanish headquarters.
While 90% of Hawkers’ sales emanate from Europe, Mexico, and Colombia, the brand’s international development ambitions encompass Germany, Italy (featuring an extant standalone store in Rome), France, and the United Kingdom in the initial phase. Subsequently, Brazil and Argentina are the next destinations, followed by long-term aspirations for the United States.
Diversification and Expansion
Sunglasses retain their status as Hawkers’ flagship product, yet the brand is open to diversification for broadening its customer base and revenue streams. Optical products naturally align with their eyewear business, and the brand intends to elevate their significance. Growth in the realm of physical stores, especially for prescription glasses, is a pivotal element of this strategy.
Hawkers also places substantial emphasis on advancing its wholesale channel, currently active in 30 markets. Engaging with a range of distributors constitutes part of the blueprint to amplify its footprint in multibrand retail.
Despite a dynamic landscape and heightened competition, the online channel continues to be Hawkers’ foremost revenue generator, contributing 70% of its business, while physical stores account for the remaining 30%. A steadfast and loyal customer base, combined with the digital ecosystem, continues to propel the brand’s evolution and facilitate the promotion of new business lines.
With offices spanning Spain, Lisbon, Mexico City, and Bogotá, complemented by six logistics warehouses across various countries, Hawkers has truly emerged as a global brand. Plans are underway to establish an additional logistics warehouse in Holland, catering to Germany, Benelux, and the United Kingdom. Hawkers also encompasses an array of other eyewear brands, including Northweek, Miss Hamptons, Wolfnoir, and Battleboro.
As they embark on this exciting new phase of their journey, Hawkers remains steadfast in elevating the prominence of the Hawkers brand through strategic branding investments. The brand will concentrate on nurturing its most prominent brand while exploring opportunities to introduce other brands for specific market niches.
Reflecting on a decade of growth and transformation, Hawkers, originally a digital-native brand, has evolved into a multifaceted company with its own stores, franchises, and a presence in wholesale. CEO Pedro Beneyto underscores the challenges of the next decade: «Maintaining the brand’s authentic image while adapting to industry trends and executing our well-defined growth strategies, including international expansion.»
