Eton will open its first freestanding store in the center of Stockholm later this month.
The 249-square-foot shop will be located in the heart of Stockholm’s high-end Stureplan shopping district at the corner of Sturegatan and Humlegårdsgatan. The one-level unit will include Eton’s full product assortment including its traditional Red Ribbon, casual Green Ribbon and formal Black Ribbon shirts along with neckwear, cuff links and other men’s accessories. A 590-square-foot showroom and design studio will be located above the store and will be the creative home of Sebastian Dollinger, Eton’s head of design, who spends most of his time in Italy, England or at the company’s headquarters in Gånghester, Sweden.
“We invite customers from all over the world to Sweden and therefore we find it important to be able to show the whole concept from design and production to Eton’s unique brand store,” said Jan Borghardt, senior advisor at Eton.
The store will feature Eton’s signature black oak fixtures, a stone floor, woolen carpets and classic black-and-white wallpapers. An opening event is slated for Sept. 27.
“In 2011, we invested a lot in the North American market, which is of great importance to our company,” said Hans Davidson, chief executive officer of Eton. “In 2012, we will continue to focus on this market but also [move into] Germany [and] Asia where we are opening a brand store in Ho Chi Minh City, Vietnam, later this fall.”
Eton operates seven brand stores in five countries. In May, the brand sold a controlling stake in the business to Litorina IV, a private equity firm that specializes in acquiring and developing Swedish companies.