Eton is delighted to announce its innovative new store concept and new expansion plans. Aiming to enhance the shopping experience, Eton is collaborating with renowned international design agency Quadrant Design to bring an innovative perspective to the retail space. The expansion reflects the brand’s rising popularity, particularly in the US market. Whilst the full list of new stores cannot be announced at this time, Eton is pleased to announce details of the upcoming prestigious flagship and store-in-store stores.
Offering an engaging retail experience that reflects our brand direction will enhance our position in the marketplace while also fostering a holistic relationship with our customers.
Of particular note is the second store in New York City’s vibrant market, located at 330 Madison Avenue, which is slated to open in the fourth quarter of 2023. This prime location in the heart of a revitalized area will provide the perfect backdrop for Eton. With a huge corner space and a generous wrap-around double-height glass frontage, this spacious store will serve the busy district while seamlessly connecting to Eton’s downtown store.
As part of the expansion, a concept was developed in collaboration with Quadrant Design, a renowned London-based international design agency known for its visionary approach. The new design draws inspiration from the brand’s timeless aesthetic and exudes the essence of Eton. Influenced by mid-century minimalist design with hints of art deco, it offers an interpretation of the brand’s early days. Customers can expect a generous presentation of goods, clear lines that frame the range and a backdrop of muted tones that harmoniously combine natural and industrial materials such as marble and brass. Organic elements such as imitation turtles elevate the space alongside Eton’s signature deep navy blue, unifying the design and breathing new life into the retail space, while incorporating the brand’s commitment to sustainability in the design process. The overarching theme reflects the brand’s heritage of innovation and longevity, making it a perfect complement to its 360 digital omnichannel experience.
We’re incredibly excited to partner with Eton to create retail destinations that embrace the brand’s rich heritage in a modern way
In addition to the opening on Madison Avenue, Selfridges and Harrods will also expand their Eton stores with the new concept. Both are set to reopen in August 2023 and promise to improve the shopping experience for Eton customers. Eton’s second notable expansion will be a notable store on Birger Jarlsgatan in Stockholm, Sweden. Scheduled to open in the second half of 2024, the prestigious address surrounded by other luxury brands will offer an immersive shopping experience in an exquisite setting. And for the jetsetters in Sweden, the new concept is also planned for the Landvetter Airport Store in Gothenburg, Sweden, another high-traffic location for the brand.
Eton’s remarkable expansion plan and its compelling global concept mark an exciting chapter that promises unforgettable shopping experiences in key markets.
About Eton
Eton is a world leading luxury brand of men’s shirts and accessories, founded in Sweden in 1928. Committed to quality, innovation and style, Eton offers a wide range of shirts and accessories for every occasion in a man’s life. The products are available in 50 markets worldwide through the website as well as flagship stores in New York, London, Stockholm and Malmö. In addition, the products are available in luxury stores such as Harrod’s, Selfridges, Nordstrom, Saks Fifth Ave, Galeries Lafayette, Le Bon Marché and KaDeWe.