Eton Shirts to open its first brand store in Stockholm, Sweden.

Eton to open its first brand store in Stockholm, Sweden.

Eton Shirts loyal customers in Stockholm have asked time and again for a location in the city. This fall, their wish will come true when Eton Shirts opens its first freestanding brand store in Stockholm, Sweden. The store will be located in the heart of Stockholm’s high-end shopping district Stureplan at the corner of Sturegatan/Humlegårdsgatan.

The 900 square foot ground level store will include Eton Shirts full product selection; traditional Red Ribbon, casual Green Ribbon, formal Black Ribbon, and exclusive hand sewn shirts from the Diamond Collection as well as the entire product line of neckwear, cufflinks, and other fine men’s accessories. Above the store there will also be a 2,000 square foot showroom.

“We are very excited about finally opening up a new brand store in the center of Stockholm. Eton will now be even more accessible to customers around the area of Stockholm and we get the chance to present our brand in a whole new way”, says Hans Davidson, CEO at Eton.

The story of Eton Shirts began in 1928 in the small village of Gånghester, Sweden when Annie and David Pettersson created their first made-to-measure shirts. Ever since, impeccable quality and attention to detail continue to be the foundation of Eton Shirts. Eton’s exclusive fabric design, proprietary fabric finishing process, and full range of fits, are known by the most selective shirt connoisseurs throughout the world. The brand can be found in 35 countries worldwide including 50 Brand stores and shop-in-shops as well as 1,000 fine retailers including Harrod’s and Harvey Nichols in London, Saks Fifth Avenue in New York, and Tsum in Moscow. Today, Eton Shirts remains a family owned company run by Hans Davidson, grandson to Annie and David.

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