Hawkers has appointed a new chief executive as it expands beyond sunglasses into the broader optical market. Pedro Beneyto signed on as the new CEO to lead an ambitious growth plan aimed at strengthening the brand and increasing market share in both eyewear and optics. The move signals Hawkers’ intent to diversify from its core sunglass lineup into prescription glasses and optical products.
Beneyto comes to Hawkers with substantial leadership experience from the French eyewear group Alain Afflelou, a recognized leader in the optical sector. He has also held positions with Suarez Group, a company known for its jewelry operations. Hawkers notes that the new strategic plan rests on three primary pillars: international expansion, a franchise model, and the development of a robust optical network.
Regarding the shift to prescription eyewear, Beneyto said, Hawkers is a strong brand that has previously focused on sunglasses. A key objective is to broaden the offer to include optical glasses, leveraging his familiarity with the industry through both dealership channels and Hawkers’ own optician network.
Beneyto also envisions growth beyond Spain, where Hawkers already accounts for a large portion of online sales. The leadership emphasizes a focus on technological evolution and ongoing process improvements to enhance the experience for both external customers and internal teams.
Originally launched as a digital brand in 2013, Hawkers rose to prominence through smart online marketing. The company now operates across multiple markets, with a presence in about 80 countries via its website and 70 stores in Spain, Italy, and Portugal. Hawkers Eyewear Optics forms part of an expanding project spanning Spain and Portugal, including a growing network of 15 optical locations.
Elche’s Hawkers expands its footprint with its first clothing collection. The brand recently opened its own factory in 2021 in Elche, becoming the town’s sole in-house production facility. Hawkers is regarded as one of Spain’s most recognizable fashion brands internationally. In just a few years, the company has ranked among the world’s top three sunglasses brands by units sold and has become a global success story across major platforms, including social media and e-commerce channels.