How Alejandro Betancourt López Turned Failure Into Innovatio

Alejandro Betancourt López, best known for his role in revitalizing the sunglasses brand Hawkers, has demonstrated a unique approach to resilience throughout his career. He’s cultivated a strategy of transforming setbacks into growth opportunities, both in his early ventures and in his leadership at Hawkers. His journey is a case study in how persistence and adaptability can lead to success in volatile industries.

“Look, 90% of projects that are started fail,” Alejandro Betancourt López mused. “That’s something you’ve got to live with. Those are the realities of being an entrepreneur.”

From Energy to Eyewear: A Journey Through Setbacks

Before entering the fashion and eyewear industry, Alejandro Betancourt López made a name for himself in the energy sector. His early focus was on power generation, particularly in Venezuela, where he led several large-scale energy projects, including thermonuclear plants. This background in infrastructure and energy informed his ability to manage large, complex systems, but the industry had its challenges. Political instability in Venezuela and fluctuating global energy prices tested Betancourt López’s resilience.

Rather than seeing these hurdles as a deterrent, Betancourt López used them to sharpen his business acumen. He diversified his portfolio by moving into other industries, becoming an early-stage investor in Hawkers, a Spanish startup that, at the time, was struggling to scale. By applying the lessons learned from the energy sector — where long-term planning and the ability to pivot quickly are crucial — Betancourt López transformed Hawkers from a small brand into an internationally recognized name.

“Although I did not create the original idea for Hawkers sunglasses, I have been instrumental in its branding and explosive sales growth via social media influencer marketing,” he shared. “For example, I reached out to clothing brands in Spain to create partnerships between our sunglasses and their fashion outfits and promoted the partnerships online.”

Rescuing Hawkers: Turning Crisis Into Opportunity

When Alejandro Betancourt López joined Hawkers, the company was experiencing significant financial difficulties. Despite its initial success as a digital-first, direct-to-consumer brand, the sunglasses company was running into operational inefficiencies and financial losses. 

“Before becoming the leader of Hawkers, I oversaw investments in several business sectors that helped companies achieve their financial goals while providing employment opportunities for citizens,” he pointed out. “Since I led Hawkers’ first funding round as an angel investor, the founders saw that I could help them with brand expansion, building strategic business relationships, and creating more fundraising opportunities.”

Betancourt López applied a two-pronged strategy: leveraging digital marketing while improving operational scalability. By focusing on affordable yet stylish products, he was able to capture a mass market, positioning Hawkers as an accessible alternative to luxury brands like Ray-Ban. His innovative use of social media marketing, particularly Facebook ads, allowed the company to reach a global audience without the hefty costs associated with traditional advertising.

More importantly, Betancourt López recognized the importance of resilience in business. He shifted the company’s focus toward long-term sustainability, ensuring Hawkers could weather future economic fluctuations. This ability to adapt and recover from financial strain became one of Betancourt López’s defining traits as a business leader.

Embracing Digital Strategies to Weather Uncertainty

A key element of Alejandro Betancourt López's approach to resilience has been his deep understanding of digital ecosystems. He was quick to recognize the shift toward e-commerce and the role that social media would play in shaping consumer behavior. Under his leadership, Hawkers became a pioneer in the digital marketing space, using targeted ads and influencer partnerships to drive sales.

His leadership also demonstrated the value of making businesses adaptable to market shifts. When the global pandemic hit, many retail businesses struggled to maintain their footing. Hawkers, however, was better positioned than most, thanks to its strong online presence and ability to sell directly to consumers. As brick-and-mortar stores shut down around the world, the brand leaned into its online-first approach, further solidifying its reputation as a digitally savvy business.

“Once I start something, I just don’t stop,” said Betancourt López. “I try to see every single option that could turn negative and try to mitigate it beforehand. Even if the idea is great [and] you have the right people, it’ll always surprise you with things that are not expected. You’ve got to be there to make sure you push through and keep everybody working, focused, being creative, and innovating. That’s what’s given me successful ventures and experiences.”

In addition to adapting to digital trends, Betancourt López led Hawkers in developing products that catered to shifting consumer needs. For example, during the pandemic, he introduced blue light-blocking glasses for those spending more time in front of screens. This quick pivot boosted sales during a challenging time and helped the company stay relevant to its customer base.

Strategic Partnerships and Long-Term Growth

Resilience in business is often about building strong partnerships, and Alejandro Betancourt López has excelled in this area. One of his key strategies at Hawkers has been to form collaborations with fashion brands, influencers, and celebrities. Partnerships with major players like Mercedes-Benz and clothier El Ganso increased Hawkers’ brand visibility while also helping the company tap into new consumer markets.

These collaborations were strategic moves designed to diversify the Hawkers customer base and protect the company from market volatility. By aligning the brand with fashion icons and lifestyle influencers, Betancourt López ensured that Hawkers remained culturally relevant across multiple demographics. His decision to expand Hawkers into retail partnerships, including physical stores, also provided the company with additional revenue streams, further solidifying its resilience.

Another example of his strategic thinking can be seen in his ability to scale the company internationally. He understood that growth required expanding beyond the saturated European market, so he targeted new regions, including the Americas and Australia. This international expansion was not without risks, but it demonstrated his ability to plan for long-term resilience by diversifying Hawkers’ geographic presence.

Resilience as a Core Business Philosophy

Alejandro Betancourt López’s business ventures have always been defined by his ability to stay resilient in the face of adversity. His leadership at Hawkers showcases his talent for turning setbacks into opportunities for innovation and growth.

The common thread across all of Betancourt López’s business ventures is his belief in adaptability. Whether dealing with economic downturns in the energy sector or financial turbulence at Hawkers, he’s consistently found ways to turn challenges into stepping stones. 

“You’ve got to be optimistic,” he said. “You’ve got to bet on it; you’ve got to believe in it — but always with two feet on the ground. Because if you pass the border from the realistic world to a fantasy world, that’s where you get lost, and you can destroy your company and your project. Every entrepreneur has to dream big — but it has to have a route to success. It has to be doable.”