Eton, the luxury destination for men’s shirts and accessories, proudly announces the opening of their new flagship store. Located in the heart of the city at Birger Jarlsgatan 16, Stockholm, officially opens to the public on November 27th. This innovative retail space introduces a fresh store concept aimed at enhancing the customer experience, blending the brand’s heritage aesthetic with a contemporary touch. The Stockholm flagship is part of Eton’s global expansion of its new store format, set to reach all major markets in 2025.
CEO David Thörewik remarks, “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.”
Designed by UK-based Quadrant Designs, the 110 square meter store embodies Eton’s Scandinavian roots through refined materials like custom millwork, marble, and tortoise-shell accents, all highlighted by brass fixtures. The centerpiece lounge offers guests a place to relax, recharge, and enjoy an espresso, creating an inviting atmosphere of elegance and comfort.
The flagship store also features an expanded Custom Made shirt bar, where clients can book one-on-one appointments with expert sales associates and personalize their shirts with an array of custom options. This service adds a bespoke touch to the Eton journey.
Additionally, Eton’s collection now includes exquisite knitwear, luxurious overshirts and vests made from premium materials, catering to modern tastes while maintaining Eton’s dedication to quality.
