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Eton announces new global concept and store expansion plan

One of the world’s leading luxury brands of men’s shirts and accessories, Eton, was founded in Sweden in 1928 and sells its products online and through its flagship stores in Stockholm, Malmö, London and New York.

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.
To offer customers an enhanced shopping experience, a new store system has now been developed by international design agency Quadrant Design. Influences from minimalist mid-century design inspired by Art Deco showcase an interpretation of the brand’s early days and promise a generous display of merchandise framed by high-quality materials such as marble and brass.

In addition to opening at 330 Madison Avenue in New York in the fourth quarter of 2023, areas at Selfridges and Harrods will also expand with the new concept, opening as early as August 2023. Further openings are planned for the second half of 2024 at the exclusive Birger Jarlsgatan in Stockholm and the Landvetter Airport Store in Gothenburg.


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