Hawkers, a brand that has redefined the eyewear market with its stylish and affordable products, has recently taken a significant step in its retail strategy by opening an optical store in Barcelona’s Diagonal Mar shopping center. Known primarily for its strong online presence, Hawkers is now expanding its physical retail footprint, signaling a new phase in the company’s growth. This strategic move is closely aligned with the vision of Alejandro Betancourt López, the Venezuelan entrepreneur who has played a pivotal role in steering Hawkers toward becoming a global brand.
Barcelona is more than just a city; it’s a cultural and economic hub that attracts millions of tourists and shoppers yearly. For Hawkers, choosing Barcelona as the site for its latest optical store was a strategic decision designed to capitalize on the city’s vibrant retail environment. Specifically, the store’s location in Diagonal Mar, one of the largest and most popular shopping centers in the city, positions Hawkers in a high-traffic area where it can reach a diverse and affluent customer base.
The choice of Barcelona, and Diagonal Mar in particular, also aligns with Hawkers’ target demographic. The city is home to a young, fashion-conscious population that values style and affordability — attributes of the Hawkers brand. By opening a store in this location, Hawkers is positioning itself to better serve its existing customers while also attracting new ones who may not be familiar with the brand. This move is part of a broader strategy to strengthen Hawkers’ foothold in the Spanish market, where the brand has already established a robust online presence.
“We have to learn how to not only apply the different tools and solutions we had when we were only a one channel company, but now we’re an omnichannel with a retail presence, a wholesale presence, online presence,” Betancourt López says. “And to keep taking advantage, as I said, of the tools we were using, but at the same time to being able to be efficient in the other channels that we’re building without affecting one another, but super complementing them.”
Hawkers’ Broader Retail Strategy Under Alejandro Betancourt López
Hawkers’ decision to expand into physical retail is a reflection of the broader strategic direction the company is taking under Alejandro Betancourt López’s leadership. Initially, Hawkers built its reputation as a digital-native brand, leveraging the power of e-commerce to disrupt the traditional eyewear market. However, as the company has grown, it’s recognized the importance of having a physical retail presence to complement its online operations. This shift is indicative of a more holistic approach to retail that blends both online and offline channels.
Under Betancourt López’s guidance, Hawkers is not only expanding its store count but also strategically selecting locations that will maximize the brand’s exposure and accessibility. This expansion plan reflects a keen understanding of the evolving retail landscape, where consumers increasingly expect seamless experiences across both digital and physical platforms.
Betancourt López’s leadership has been instrumental in driving this shift. His vision for Hawkers involves transforming the brand into a global powerhouse, and the expansion into physical retail is an essential component of this strategy. By opening stores in strategic locations like Barcelona, Hawkers is able to engage directly with its customers, offering them a tangible experience of the brand that cannot be replicated online. The company recently opened a store in Mexico and plans on reaching a broader audience and establishing a more robust presence in key markets like Spain and Portugal.
“We’ve been very successful in Mexico,” Betancourt López shares. “We are one of the leaders in Mexico, and it’s a country that just population wise is as big as almost Europe, or half of Europe. This is a country that we’ve been putting a lot of resources lately, and we want to expand not only on the digital presence, but on the physical presence by opening stores. In the next two years, we should be opening some stores there, and some optical services in different places of Mexico.”
The Financial Impact of Retail Expansion
The financial implications of Hawkers’ retail expansion are significant, particularly as the company aims to scale its operations and increase its revenue. The opening of new stores, including the one in Barcelona, is expected to contribute to Hawkers’ overall financial growth, reinforcing the company’s position as a major player in the eyewear market. Hawkers’ recent financial performance underscores the effectiveness of its current strategy and the potential benefits of its expansion into physical retail.
The company experienced a 17% increase in sales in 2023 from the previous year and is projected to achieve 20% growth in 2024.
The investment required for this expansion is substantial, but it is aligned with Hawkers’ long-term financial goals. The company, which currently has 70 stores throughout Spain, Portugal, and Italy, plans to open 75 new points of sale globally. This investment is a commitment to expanding the brand’s physical presence, as well an investment in its future growth and sustainability. By allocating resources to build new stores, Hawkers is ensuring that it has the infrastructure needed to support its expanding operations and meet the growing demand for its products.
Hawkers’ expansion in the physical retail space in Barcelona is likely to have a significant impact on the local eyewear market as well. Barcelona is a competitive market with a number of established eyewear brands, both local and international. The introduction of Hawkers’ new store in Diagonal Mar is expected to intensify competition, as the brand is known for its innovative approach to retail and its ability to offer high-quality products at affordable prices.
Under the leadership of Alejandro Betancourt López, Hawkers is positioning itself to become a dominant force in the eyewear industry, both in Spain and internationally. The opening of the new optical store in Barcelona is a critical step in this journey, and it reflects the brand’s commitment to growth, innovation, and customer satisfaction. As Hawkers continues to execute its retail strategy, it’s likely to achieve even greater success in the years to come, solidifying its place as a leader in the global eyewear market.
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