Focus on Customer Experience and Expanded Offerings
Eton has opened a new flagship store in Stockholm, emphasizing customer experience and casual menswear. The store, located at Birger Jarlsgatan 16, officially welcomed the public on November 27th. This launch is part of the Swedish brand’s strategy to introduce a new retail concept worldwide by 2025.
CEO David Thörewik said, “Our Stockholm flagship honors Eton’s legacy in men’s shirting and craftsmanship, while embracing an innovative approach to luxury retail. This space was thoughtfully designed to reflect our heritage and offer a personalized shopping experience that caters to both long-standing and new customers.”
The 110-square-meter space, designed by UK-based Quadrant Designs, incorporates Scandinavian design elements such as custom millwork, marble, tortoise-shell details, and brass fixtures. A central lounge provides a spot for guests to relax with an espresso, combining comfort with a modern aesthetic.
The store also features an expanded Custom Made shirt bar where clients can book personalized appointments with sales associates to customize their shirts. This service is intended to enhance the shopping experience by offering bespoke options.
In addition to shirts and accessories, the new collection includes knitwear, overshirts, and vests made from high-quality materials. The additions align with the brand’s commitment to craftsmanship while appealing to contemporary styles.
Eton’s Stockholm flagship at Birger Jarlsgatan 16 opened to customers on November 27th.
