Hawkers has appointed a new chief executive as part of a broader push to broaden its footprint. The Elche-based company, known for its eyeglasses, announced this week that Pedro Beneyto will lead the organization, aiming to accelerate growth and implement a plan to expand beyond sunglasses into the optical sector, including prescription eyewear.
Beneyto’s appointment is not accidental. He brings a wealth of leadership experience from major retail optics groups, notably the Alain Afflelou chain, where he held several senior positions. His resume also includes time with Suarez Group, a name recognized in jewelry retail.
Hawkers outlines a strategy built around three pillars: international expansion, a franchise model, and a stronger optical network. The transition into prescription eyewear will leverage the brand’s strong recognition in sunglasses while extending its product range into optical products, drawing on Beneyto’s familiarity with both dealership networks and in-house optician partnerships.
Pedro Beneyto commented on the shift, noting Hawkers has a powerful brand that has historically centered on sunglasses. He added that broadening the portfolio into eye care is a natural next step, supported by an established network of optical partners and stores.
Beneyto also emphasized growth opportunities outside Spain, where the brand already accounts for a sizable share of online sales. The plan includes a focus on technology and process improvement to enhance the experience for both external customers and internal teams.
Hawkers originated as a digital brand in 2013, rising to prominence through savvy online marketing. Today the company operates in numerous markets and ships to dozens of countries through its website. It runs a network of stores in Spain, Italy, and Portugal and is developing Hawkers Eyewear Optics as part of a coordinated expansion across Iberia, with 15 opticians already part of the project.
Elche’s Hawkers expands into its first apparel line
Earlier, Hawkers opened its own production facility in Elche in 2021, establishing a unique production base in the town. The brand is widely recognized as one of Spain’s top fashion labels on the international stage. Within three years of its founding, Hawkers was ranked among the leading sunglasses brands by unit sales and has become a global success story on platforms like Facebook, Twitter, and Shopify.