Hawkers Co.
Hawkers Co. is a Spain-based digital-native eyewear brand selling sunglasses, prescription glasses, blue light glasses, contact lenses, and accessories through 60-80+ retail stores and e-commerce in 20+ countries, with celebrity athlete collaborations and owned manufacturing enabling fast-fashion response.
- Company typePrivate
- Founded2013
- HeadquartersAlicante, Spain
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hawkers Co. does
Hawkers Co. is a Spain-headquartered digital-native eyewear brand that designs, manufactures, and sells sunglasses, prescription eyewear, blue light glasses, contact lenses, and related accessories through an integrated omnichannel model. The company operates 60-80+ company-owned physical retail stores across Spain, Portugal, and Italy, while selling online through language-specific storefronts in more than 20 countries (including the US, Mexico, Australia, Germany, France, the UK, and Singapore) plus third-party marketplaces such as Amazon and Mercado Libre. Vertically integrated manufacturing facilities in Spain, Italy, and China produce up to 90,000 units per month, enabling rapid response to fashion trends and cost control. The product portfolio includes over 40 distinct sunglasses models (e.g., ONE, CANDEM, ECLIPSA, GINZA, FUSION), sports and ski goggles, blue light filtering glasses, prescription replacement lenses, and the Hawkers213 apparel sub-brand. Hawkers differentiates through limited-edition collaborations with Formula 1 and MotoGP athletes (Sergio Pérez, Pierre Gasly, Alex Márquez, Luca Marini) and lifestyle brands (Casetify, MRDRIP), and pursues an aggressive promotional pricing strategy (40% off single pairs, 60% off multi-pair bundles).
The business model rests on three primary revenue streams: direct e-commerce (the largest channel), company-owned physical retail, and wholesale/marketplace distribution including celebrity-partnered channels in Mexico. Mexico alone represents 35-40% of total sales, driven by the Sergio Pérez partnership. Annual revenue exceeds $100 million (also reported as over €100 million), generated by approximately 500 employees globally. Hawkers began in 2013 with $300 in capital from four co-founders, secured a €50 million Series A in 2016 (one of the largest Spanish startup financings at the time), and raised an additional $24.78 million in 2018. Leadership includes co-founders Alex Moreno (CEO), David Moreno (Creative Director), and Pablo Sánchez Lozano (CMO), with Alejandro Betancourt López serving as Chairman since 2016 and Pablo Velasco as CTO. The company maintains a 4.3/5 Trustpilot rating across 46,080 reviews and serves a broad consumer base spanning general fashion consumers, families (kids' eyewear), sports/active lifestyle buyers, and prescription eyewear customers across 20+ countries.
Hawkers Co. firmographics
Firmographics- Name
- Hawkers Co.
- Legal name
- PLAY HAWKERS, S.L.
- Website
- https://hawkersco.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hawkers Co. is a Spain-based digital-native eyewear brand selling sunglasses, prescription glasses, blue light glasses, contact lenses, and accessories through 60-80+ retail stores and e-commerce in 20+ countries, with celebrity athlete collaborations and owned manufacturing enabling fast-fashion response.
- Ownership category
- akta.pro rank
Hawkers Co. industry classification
Industry- Product category
- Eyewear and Sunglasses
- NAICS
- Optical Goods Retailers (456130), Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Eyewear Retail & DTC Brands (Frames & Sunglasses) (CRAAAKAK)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Luxury & Designer Eyewear (CRAAAKAD)
Keywords
Where Hawkers Co. is headquartered
LocationHeadquarters
- HQ city
- Alicante
- HQ country
- Spain
- HQ region
- Europe
Offices4 records
Markets served
Hawkers Co. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: Hawkers generates primary revenue through its owned e-commerce platform (hawkersco.com), selling sunglasses and eyewear directly to consumers across 23+ countries and multiple language-specific storefronts.
- Retail Store Sales: Physical retail operations through 60-80+ company-owned stores across Spain, Portugal, and Italy, generating revenue from in-person customer purchases.
- Wholesale and Marketplace Sales: Wholesale distribution through third-party marketplaces including Amazon and Mercado Libre, and partnerships with celebrities/influencers like Formula 1 driver Sergio Pérez for Mexico market (representing 35-40% of sales).
- Prescription Eyewear: Expansion into prescription eyewear (gafas graduadas) as a new revenue stream to capture share of the €75 billion global eyewear market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | Single pair purchase with 40% discount |
| Unit Pricing | One time | Two or more pairs with 60% discount |
| Unit Pricing | One time | USA market pricing in USD |
| Unit Pricing | One time | German market pricing in EUR |
| Unit Pricing | One time | Prescription replacement lenses (Gafas de Reemplazo) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
Hawkers Co. product offering
Product offeringCore offering
Hawkers Co. designs, manufactures (in Spain, Italy, and China), and sells fashionable sunglasses and eyewear directly to consumers through owned e-commerce storefronts in 20+ countries and 60-80+ company-operated retail stores across Southern Europe. The portfolio spans core polarized sunglasses, sport/ski goggles, blue light glasses, prescription replacement eyewear, contact lenses, accessories, and limited-edition celebrity/athlete collaborations (Sergio Pérez, Pierre Gasly, Alex Márquez, Luca Marini, Casetify, MRDRIP), plus the HAWKERS213 apparel sub-brand.
Product overview
Hawkers Co. is a digital-native eyewear brand offering a diversified omnichannel product portfolio centered on sunglasses, prescription glasses, and related accessories. The core product lineup consists of multiple distinct sunglasses models (ONE, CANDEM, ECLIPSA, DIVINE, AURUM, GALE, TERRA, GINZA, TRENDSET, BORN, POINT, MINIMAL MAX, NEW CLASSIC, WEED, GOLD, SALT, DUST, MAZE, CARBONO, AUDREY, and others) spanning various styles from classic to fashion-forward designs. The company also offers sport sunglasses and ski goggles for athletic use, blue light filtering glasses, prescription replacement glasses (gafas graduadas/de reemplazo), contact lenses, and accessories. Hawkers runs limited-edition collaboration lines with athletes (Alex Márquez, Pierre Gasly, Luca Marini), artists, and brands (Casetify, MRDRIP). A sub-brand, Hawkers213, extends the product line into apparel including caps. The company operates across more than 20 countries through physical retail stores and e-commerce, with manufacturing facilities in Spain, Italy, and China enabling vertical integration and rapid response to fashion trends.
Differentiator
Problem solved
Functional benefit
Products and services
- Hawkers Sunglasses (core fashion sunglasses line)
Quantifiable outcome
- Revenue growth from $300 initial investment to over $100 million annual revenue
- +4 more outcomes
Companies that use Hawkers Co.
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
Hawkers Co. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Hawkers Co. partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Sergio PérezcoreFormula 1 driver partnership in Mexico driving 35-40% of Hawkers' total sales. Partnership involves branded collaborations and celebrity endorsement for the Mexican market through Mercado Libre and local distribution.
- Alex MárquezcoreMotoGP rider collaboration for exclusive limited edition sunglasses designs. SS26 DROP2 collection released under Hawkers x Alex Márquez branding. Partnership leverages motorsport athlete audience.
- Pierre GaslycoreFormula 1 driver collaboration for exclusive limited edition sunglasses designs. DROP 2 SS26 collection released under Hawkers x Pierre Gasly branding. Partnership includes multiple colorways and styles.
- Luca MarinicoreMotoGP rider collaboration for exclusive limited edition sunglasses designs (SS25 collection). Partnership leverages motorsport athlete audience for brand promotion.
- CasetifyminorLifestyle brand collaboration combining phone cases and sunglasses. Joint product development for crossover designs appealing to fashion-conscious tech accessories consumers.
- MRDRIPminorArtist/streamer collaboration for exclusive limited edition designs targeting gaming and digital audience segments.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Hawkers Co. competitors and assessment
Company assessmentBroad incumbents
- Persol: Premium Italian eyewear brand owned by EssilorLuxottica. Comparable heritage eyewear positioning with strong style credentials; competes in the same Italian and European markets as Hawkers at a premium price tier.
- Ray-Ban (EssilorLuxottica): Iconic global sunglasses brand owned by EssilorLuxottica. Comparable as the dominant fashion eyewear incumbent with strong brand recognition; competes with Hawkers in the sunglasses category while operating at a premium price tier.
- Oakley (EssilorLuxottica): Performance and sport eyewear brand under EssilorLuxottica. Comparable as it competes in Hawkers' sport and ski goggle sub-categories and shares the global brand-led eyewear category.
- Sunglass Hut (EssilorLuxottica): Global retail chain operated by EssilorLuxottica specializing in branded sunglasses. Comparable as a major sunglasses retail channel competing for the same consumer wallet share, though at higher price tiers and with multi-brand positioning.
- Maui Jim: US-based polarized sunglasses and sport eyewear brand. Comparable as a vertically-integrated premium polarized sunglass brand; relevant to Hawkers' sport/performance eyewear expansion and polarized product positioning.
Direct peers
- Warby Parker: Public US-based DTC eyewear brand selling prescription glasses, sunglasses, and contacts online and through physical stores. Comparable digital-native model, vertical integration ambitions, omnichannel retail strategy, and affordable fashion positioning targeting the same value-conscious consumer.
- Quay Australia: Australia-based fashion sunglasses brand with celebrity collaborations and global DTC distribution. Comparable affordable fashion positioning, influencer-driven marketing strategy, and limited-edition collaboration model targeting similar demographic.
- Zenni Optical: US-based online-only affordable eyewear retailer offering prescription glasses and sunglasses at value price points. Directly comparable to Hawkers' core proposition of fashionable eyewear at accessible pricing through digital channels.
- Blenders Eyewear: US-based DTC lifestyle sunglasses brand with athlete and lifestyle partnerships. Comparable as a digitally-native, value-priced fashion sunglasses brand with active lifestyle positioning and athlete/celebrity collaborations.
- Lenskart: India-headquartered DTC eyewear company with omnichannel retail (online + 2,000+ physical stores) selling prescription glasses, sunglasses, and contacts. Directly comparable omnichannel, vertically-integrated, affordable eyewear model with strong emerging-market focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Hawkers Co. social profiles
Digital presenceHawkers Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hawkers Co. leadership team
Management profileNumber of profiles
Profiles5 records
Hawkers Co. funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hawkers Co. M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hawkers Co.
What does Hawkers Co. do?
Hawkers Co. designs, manufactures (in Spain, Italy, and China), and sells fashionable sunglasses and eyewear directly to consumers through owned e-commerce storefronts in 20+ countries and 60-80+ company-operated retail stores across Southern Europe. The portfolio spans core polarized sunglasses, sport/ski goggles, blue light glasses, prescription replacement eyewear, contact lenses, accessories, and limited-edition celebrity/athlete collaborations (Sergio Pérez, Pierre Gasly, Alex Márquez, Luca Marini, Casetify, MRDRIP), plus the HAWKERS213 apparel sub-brand.
Is Hawkers Co. a public or private company?
Hawkers Co. is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hawkers Co. founded?
Hawkers Co. was founded in 2013. It employs 101 to 250 people.
Where is Hawkers Co. based?
Hawkers Co. is headquartered in Alicante, Spain, in the Europe region.
How does Hawkers Co. make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Store Sales, wholesale and Marketplace Sales and prescription Eyewear.
Who are Hawkers Co.'s main competitors?
Broad incumbents on record are Persol, Ray-Ban (EssilorLuxottica), Oakley (EssilorLuxottica), Sunglass Hut (EssilorLuxottica) and Maui Jim. Direct peers are Warby Parker, Quay Australia, Zenni Optical, Blenders Eyewear and Lenskart.
Does Hawkers Co. have an API?
No public API is recorded for Hawkers Co..
What industry is Hawkers Co. in?
Hawkers Co.'s product category is Eyewear and Sunglasses. Its primary akta.pro industry code is CRAAAKAK, Eyewear Retail & DTC Brands (Frames & Sunglasses), with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 456130 and its SIC code is 3851.