The Swedish premium menswear brand presents its new store concept with a focus on exclusive customer experiences, tailored shirts and an expanded range.
Eton, synonymous with perfectly crafted shirts since 1928, announces the opening of its new flagship store in Frankfurt. With this step, the brand is bringing its innovative retail concept to the German market. After successful store openings in New York, Stockholm and London, Eton is continuing its global expansion and offering a high-quality, holistic shopping experience. In the heart of Frankfurt’s luxury shopping district, the flagship store brings together Eton’s complete range – from the internationally renowned dress shirts to the expanded category of soft jackets, knitwear and accessories. This makes the store a modern destination for sophisticated menswear.
“The Frankfurt flagship store represents a consistent development for Eton as we continue to expand our presence in influential European markets,” explains David Thörewik, CEO of Eton. “Reflective of the entire Eton experience, the store builds on our heritage of masterful shirt collections while offering a modern, inviting environment – for loyal customers as well as those new to the brand.”
The British architectural firm Quadrant Design designed the store to bring Eton’s Scandinavian roots to life through high-quality materials, custom-made wooden elements and carefully staged installations. The surroundings invite you to linger over an espresso and discover the collections in peace.
A special highlight is the expanded Custom Made Shirt Bar. Customers can book individual appointments with Eton specialists here to design their own shirts according to their personal ideas – for the perfect fit and a variety of design options. This unique service adds a particularly personal touch to the Eton experience.
The Frankfurt store opens at the end of November and invites customers to experience the full Eton range in person. The store is located at Neue Mainzer Straße 80.