Eton Opens Flagship on Madison Avenue

Men’s shirt and accessories brand Eton (Gånghester, Sweden) is opening a flagship store today (Aug. 30) at 330 Madison Ave. at 43rd Street, Women’s Wear Daily reports. This is Eton’s second store in the city, joining an Uptown locale at 833 Madison Ave., between 69th and 70th Streets.

“The U.S. is our largest market with 40 percent of our yearly turnover,” said CEO David Thörewik told WWD. “And New York has always been an important city for us.”

The new 2300-square-foot flagship is in a corner location with a double-height facade that was especially appealing to Eton, Thörewik said. “If it’s not our biggest store, it’s close,” he said. “This enables us to show a big part of the offer we carry.”

In addition to Eton’s signature dress shirts, the mix will include some “special product,” Thörewik said, including knitwear, which is being introduced as a new category this fall. The store will also offer casual shirts, vests and overshirts.

As for the store’s design, Eton worked with the U.K.-based architecture firm Quadrant Designs, which drew from Eton’s Nordic roots using sustainably sourced and produced custom fixtures intended to evoke a living room-like feel. The space also has custom millwork erected from the ceiling and lighting that emulates a natural skylight.

Underneath is a lounge sporting custom-made 1920s-inspired rug and seating. Hanging brass fixtures highlight the key shirt styles with the full collection merchandised on the perimeter of the store.

The store’s design will be rolled out to other Eton’s flagships around the world, WWD reports. The company currently operates six freestanding stores: beyond the two in New York, it has locales in London, Stockholm, Malmö and Gothenburg. The brand also has six outlets, including two in the U.S. at New York’s Woodbury Common and California’s Desert Hills.