How Hawkers started: this brand from Spain did things differently with celebrities and by selling online.
Hawkers is a Spanish brand that revolutionized the sale of sunglasses. They did it thinking differently and with a digital strategy that had no equal. They did well thanks to selling through ecommerce and using social media marketing with the help of influencers. Thus, Hawkers sunglasses achieved global notoriety, from Elche.
First: Hawkers, how this brand did something different with sunglasses
In the difficult world of ecommerce and fashion, not many ecommerce brands have grown as fast and changed as many things as Hawkers. Since they started in Spain, this Spanish brand not only brought a new idea for sunglasses, it also changed how social media marketing and digital strategy was done for companies. Hawkers' journey is a motivating story that teaches that being fast, having new ideas and knowing a lot about online advertising can make a small company grow a lot all over the world. Let's see how they rose, from what Hawkers founders thought to their use of influencers and how much they changed their sector. You have to remember that Hawkers, a major Spanish brand, are from Elche, Alicante, in Spain.
How it all started: From Kothbiro to Hawkers and its founders Hawkers, Spanish entrepreneurs with vision.
The story of Hawkers is truly that of young Spanish entrepreneurs, who had disruptive ideas and digital savvy. They wanted to transform traditional models with disruptive business models. What today is Hawkers started in 2013, but not with sunglasses directly. It was before, with a plan called Kothbiro, which was an ecommerce store. The Hawkers founders, David Moreno, Iñaki Soriano, Pablo Sánchez and Alejandro Betancourt (who joined later as an important investor and thinker), realized that they could do the same as certain ecommerce brands in America that sold cheap glasses and were doing well. They wanted to do the same in Spain and Europe, but using the internet and online advertising in a stronger way. The Hawkers brand was born in Elche, Alicante, Spain, using what they already knew about shoes and textiles to find good places to buy things. This brave and adaptable Spanish startup was very important at the beginning.
Their big idea: What the Hawkers founderswere thinking
The Hawkers founders weren't just thinking about selling sunglasses. They saw that the big traditional corporations controlled the market, with very expensive prices and sold as usual. So they found a way to do things: give a product that people liked, good quality and cheap. They would sell it directly through ecommerce. With this way of working, they had no intermediaries, so they spent less and could go very fast to adapt to what was being worn at the time. This is a clear example of disruptive business models. They knew a lot about digital marketing, especially social media marketing and online advertising, and that helped them create a Hawkers brand from scratch. They knew how to use what was trending on the internet and speak directly to their customers. The Hawkers principle teaches us that a simple idea, if you get it right with a good digital strategy, can change an entire type of business.
Hawkers Changed How Sunglasses Were Sold
Hawkers didn't just sell eyewear, it completely revolutionized the sunglasses business. Their strategy was direct-to-consumer (DTC). They used no distributors, no wholesalers, no stores. So they could give Hawkers sunglasses much cheaper than other brands. And they were left with a good profit, which they used to put money into online advertising and get bigger. Their online store was very fast, that was key. They would bring out new collections and models in just a few weeks. Just when fashions changed or people wanted something different. Traditional ecommerce brands couldn't do this. They took too long to manufacture and deliver. This way of selling, so direct and that worked well, helps us understand why Hawkers hit so hard. They wanted a fast business, to sell a lot and to be close to their customers. They are a great example for today's disruptive business models.
Hawkers' Digital Secret: Their Online Store Could Handle Anything
Online advertising and a solid digital strategy were the pillars of Hawkers from the beginning. Their ecommerce platform, designed to be intuitive and boost sales, was complemented by a smart investment in social media marketing, especially Facebook. They knew how to use Facebook masterfully to target very specific audience segments with personalized messages. Far from waiting for virality, they actively provoked it through contests, flash offers and authentic communication. An effective online advertising campaign generated massive digital impact, turning every customer into a potential ambassador for the ecommerce brands. A robust online store and a well-executed social media strategy were crucial to its rapid rise.
How Hawkers Owned Influencer Marketing and Changed Advertising
If Hawkers left an indelible mark, it was in the realm of influencer marketing. The brand not only adopted this methodology, but redefined it. This Spanish startup emerged as a global benchmark for how social media marketing can build a powerful brand with limited initial investment. While other ecommerce brands were just exploring these platforms, Hawkers was already capitalizing on a vast network of influencers. They sought out influencers in various niches, from micro-influencers with very loyal audiences to major celebrities, establishing strategic collaborations. This gave them immense visibility and credibility that traditional online advertising could not match. Hawkers proved that influencer marketing was fundamental to their disruptive business model and a highly effective and measurable advertising tool.
From Placing Facebook Ads to Working with Not-So-Well-Known People
Initially, paid online advertising on Facebook drove exponential growth. Then, micro-influencers revealed their enormous potential. Instead of exclusively pursuing celebrities, Hawkers opted for individuals with fewer followers, but with a very loyal community. They provided them with Hawkers sunglasses for free or exclusive discounts for their followers, which resulted in a resounding success. These early campaigns worked because of the authenticity and strong connection the influencers had with their audience. This generated trust and, therefore, conversions into sales. It was a highly scalable strategy, which allowed them to penetrate multiple markets and build customer loyalty quickly and organically, further strengthening their disruptive business model.
The noise celebrities and athletes made for Hawkers
As the brand grew, Hawkers refined its influencer strategy, bringing in more big-name figures. Celebrities such as Andrés Iniesta, Paula Echevarría or Felipe Massa (F1 driver) became ambassadors. Thus, Hawkers sunglasses achieved considerable global visibility. This contributed to position the brand as a successful phenomenon, associated with an aspirational and elegant lifestyle, without renouncing its affordable prices. The key was consistency in its campaigns and image, integrating these personalities authentically into the brand's narrative. Seeing these figures wearing their glasses, as if they were wearing Saint Laurent Sunglasses, instilled confidence in their quality. Millions of people felt this impact.
Highlights of how Hawkers went big very quickly.
Hawkers' dizzying growth is one of the most remarkable milestones in its trajectory. In just a few years, Hawkers' founders managed to transform a modest Spanish business into a multi-million dollar company. How did Hawkers manage to expand so quickly? Success came from the masterful application of innovative and disruptive strategies.
That's how they succeeded and grew fast:
- Direct-to-Customer (DTC): There were no middlemen. This disruptive business model let online brands like Hawkers control the experience and had very competitive pricing.
- Strong digital advertising: They invested a lot in online advertising on sites like Facebook and Instagram. They created a very good digital strategy to reach the right people and convince them. It was key to their social media marketing.
- Influencer marketing: They were the first. They started with not so well known people and then with celebrities. This way they made the brand credible and many people saw it.
- Agile product: They adapted quickly to fashions. They brought out new collections and limited editions often so that people's interest did not drop.
- Young and fresh brand: They spoke without formalisms, with a style that people liked. Connected well with Millennials and Generation Z.
- Good quality, good price: Hawkers sunglasses had a modern design and acceptable quality at a price anyone could afford. As a result, many people bought them.
- Global expansion: It was able to take its business model to other countries and it worked well, because its digital strategy was expanding.
If you want to see how Hawkers changed it, take a look at how they did things versus before:
| Feature | Glasses (Old Model) | Hawkers Model (DTC) |
|---|---|---|
| Product Path | Factory > Wholesaler > Store > Customer | Factory > Customer (Web sales) |
| Prices | High margin at every step, high final price. | Fair profit, good prices to compete. |
| Advertising | Lots of ads on TV, magazines. | Many ads in networks, with influencers. |
| Product speed | Lots of time to design and release. | Little time, they adapt quickly to fashions. |
| Dealing with the customer | Not direct, through physical stores. | Direct, they know what people think at the moment, online community. |
Challenges and how they changed: It was no longer just the boom at the beginning.
As usual in fast-growing companies, Hawkers faced challenges of its own. Its rapid expansion demanded staying relevant in a competitive market, driving constant evolution. This prominent Spanish startup, initially known for its Hawkers sunglasses, did not want to limit itself to being a single brand. They decided to diversify their offer, creating new ecommerce brands such as Northweek (sunglasses and accessories), Wolfnoir (high-end options) and Miss Hamptons (swimwear and accessories). Thus, they formed a solid business group. They also opted to open physical stores, seeking to offer multiple touch points for an omnichannel experience. They wanted the customer to have varied shopping options, integrating their digital strategy with the physical presence. This allowed them to engage new customers and provide a holistic brand experience. Hawkers' evolution, from their initial success to the current transformations, demonstrates their ability to adapt and vision for the future. They are always looking to consolidate and expand their presence in the market, just as recognized brands such as Gafas De Sol Persol innovate their products.
Stronger and with New Ways: The Brand Grows and What It Left Behind
Hawkers grew further when big investors came in, such as the Saldum Ventures group from Venezuela, led by Alejandro Betancourt. He ended up being the main owner and the one in charge of the company. The original idea of the Hawkers founders, along with the money and management experience, was very important for the company to become more professional and grow around the world. This helped them to improve how they did things and to expand. Ecommerce remained very important, but they also built a stronger organization and sold different types of products in a smart way, showing a clear disruptive business model as they changed. Hawkers was no longer just a startup, but became a group of companies that already existed. This teaches us that early success can continue and grow further if you know what you are looking for.
"Hawkers didn't just sell sunglasses; they sold an attitude, a way of understanding fashion and consumption in the digital age. They were masters at understanding the psychology of the online consumer and capitalizing on the power of social influence." - A digital marketing expert on Hawkers' impact.
What Hawkers teaches us: A roadmap and lessons for the future of online retail.
The story of Hawkers and its sunglasses reveals the power of Spanish entrepreneurship and its ability to adapt. It constitutes a fundamental guide to digital success. The founders of Hawkers proved that, with a solid digital strategy, effective online advertising and disruptive business models, along with smart social media marketing and influencers, it is possible to build a global brand from scratch. Hawkers became a benchmark for how businesses can innovate and succeed. It is an essential case for ecommerce brands looking to connect with young audiences. Its business trajectory offers valuable advice: agility, segmentation, experimentation and, crucially, the formation of a brand community. He is a constant inspiration for Spanish and global entrepreneurship.
