Eton Shirts, the luxury Swedish shirtmaker, has signed a deal to open a U.S. flagship on Madison Avenue in New York.
The company took 1,500 square feet at 625 Madison, between 58th and 59th Streets. The store is expected to have a soft opening the week of Thanksgiving, with a formal event slated for Dec. 13.
Erik Wilkinson, Eton’s director of sales for North America, said 1,000 square feet on the ground floor will be used to showcase the company’s entire product line of men’s shirts, neckwear, pocket squares, boxers, cuff links and other accessories. The 500-square-foot downstairs will be devoted to a wholesale showroom and a VIP room for customers. The store will include the company’s new Green Ribbon sport shirt collection as well as formal shirts.
“We want our wholesale customers to walk through the retail stores and be immersed in the Eton aesthetic,” Wilkinson said. The store is being designed by Eton’s longtime Danish architect, Morten Bøgh Andersen, in collaboration with Jason Volenec and Silvia Zofio from RKIT Design in New York.
The company had previously operated a store at the retail space in The Plaza hotel. However, that unit closed in September. “The Plaza is a beautiful New York landmark, but the venue could not provide us with the traffic we needed,” Wilkinson said.
Wilkinson said the goal is to have sales of $1.5 million in the store’s first year of operation.
Eton does not currently have any other stores in the U.S. but is opening a unit in downtown Montreal this fall in partnership with a local retailer. Beyond that, Wilkinson said the focus will be on installing in-store shops at retailers in the States. The brand has about 20 shop-in-shops in Europe.
Newmark Knight Frank Retail was the broker that consummated the deal.
“I was touched by the fact that she lost her father, really before his time, and it was a real shock. She had two young children, she was married and she was expecting that she would have her own life for a good 25 years,” said Claire Foy about playing a young Queen Elizabeth in Netflix’s The Crown. Styled by @mayteallende 📸@jgreenery #emmys2017 #wwdeyeu
“Truth and lies have become a real interesting theme, more than ever, lately,” Emmy nominee Laura Dern told WWD. "It’s a very interesting time to use our voice." Styled by @cristinaehrlich, 📸 @shayanhathaway #wwdeye #emmys2017
“It transcends the genre that is you think of a sci-fi show — you don’t expect it to be so profound or emotionally riveting,” Evan Rachel Wood told WWD of her Emmy nominated role in Westworld. styled by @samanthamcmillen_stylist 📸 @emmanmontalvan #emmys2017 #wwdeye