Valentina
Alejandro Betancourt is a name synonymous with innovation, entrepreneurship, and transformation in the modern business world. His strategic foresight and leadership have been pivotal in reshaping industries and steering companies toward unprecedented growth. Among his most notable achievements is the remarkable turnaround and global expansion of Hawkers sunglasses, a brand that has redefined the eyewear industry.
Founded in Spain, Hawkers quickly transitioned from a small startup to a leading name in fashion accessories, thanks to Betancourt’s involvement, his innovative use of social media, and his uncannily intuitive ability to read the room and pivot when most advantageous.
How did he do it? He explains, “It’s very volatile. There have been times when the influencer is everything or is very effective for a brand. And other times, it goes and changes radically and a celebrity brings more.
“Depending on the market conditions, that’s why it’s very volatile and very dynamic. I think the consumer’s taste changes a lot. At some time periods, the consumer just wanted to follow what the influencer follows, what the influencer was doing, and wanted to because they could relate to the influencer and thought that the celebrity was too aspirational. And they decided to identify more with influencers. And that changes back and forth constantly. I think that the big thing is to have the ability to identify what the market is following or where the demand is.”
He makes it sound so easy, doesn’t he?
How Alejandro Betancourt Got Here
Born into a family with a rich history of entrepreneurship and political involvement, Alejandro Betancourt was destined for greatness. He pursued higher education in economics and business administration, equipping himself with the knowledge and skills essential for the business world. His career began in the energy sector, where he quickly made a mark through innovative approaches to traditional challenges.
Betancourt’s ventures spanned multiple continents, reflecting his global outlook and ability to adapt to diverse business environments. Before his association with Hawkers, he’d already established himself as a visionary entrepreneur, with a portfolio that included significant investments in the energy sector, technology startups, and infrastructure projects. His knack for identifying potential and executing growth strategies set the stage for his future endeavors.
The Rise of Hawkers Sunglasses
Hawkers was founded by four friends in Spain with an initial investment of just $300. The company’s breakthrough came from selling quality sunglasses at affordable prices, primarily through online channels. However, the journey was not without its hurdles. Early challenges included scaling production, establishing a brand identity, and navigating the competitive landscape of fashion accessories. Hawkers’ founders realized the need for a strategic overhaul to sustain growth and expand their market reach.
Alejandro Betancourt joined Hawkers in 2016, bringing a fresh perspective and years of acumen. He recognized the brand’s potential to disrupt the traditional eyewear market and introduced significant capital to fuel its growth. Betancourt’s involvement was a turning point for the enterprise. He facilitated the expansion of the product line, broadened the company’s global footprint, and refined its marketing strategy to enhance its appeal among younger demographics. Under his guidance, Hawkers solidified its presence in over 50 countries, becoming a global icon in fashion-forward, affordable eyewear.
Betancourt’s strategy for Hawkers’ success hinged on leveraging social media and influencer partnerships to boost brand visibility and engagement. He pioneered the use of platforms like Instagram and Facebook for direct-to-consumer sales, tapping into a vast, untapped audience. This approach not only reduced traditional marketing costs, but also created a more personal and interactive brand experience. Collaborations with celebrities and influencers further amplified Hawkers’ market presence, making it a household name among millennials and Generation Z consumers.
Challenges — and Overcoming Them
Despite its rapid growth, Hawkers faced challenges, including market saturation and the need for operational scalability. Betancourt’s leadership was instrumental in navigating these speed bumps. He implemented strategic investments in technology and logistics to streamline operations and enhance customer experience. His ability to foresee market trends and adapt strategies accordingly ensured Hawkers’ continued relevance and competitiveness in the fast-paced fashion industry.
Looking ahead, Alejandro Betancourt envisions Hawkers not just as a sunglasses brand but as a global lifestyle emblem. Plans for further expansion include diversifying the product range to include prescription eyewear and accessories, exploring new markets in Asia and the Middle East, and continuing to innovate in online sales strategies. Betancourt’s strategic vision for Hawkers is clear: to maintain its status as a trendsetter in the eyewear industry while exploring new avenues for growth and innovation.
His parting words of wisdom? “One aspect of every successful entrepreneur or manager that is betting on something is you gotta be optimistic.
“Not dream or fantasy land, but optimistic. It’s your job to support that but with a realistic view. You gotta be optimistic because if not, this is not for you. You gotta bet on it. You gotta believe in it. You’ve gotta really be optimistic that everything’s gonna happen. But always with two feet on the ground because that’s where, if you pass the border from realistic world to fantasy world, that’s where you get lost. And you can destroy your company and your project. So you gotta be optimistic. It’s up to people like me to make sure that it’s doable.”
