Swedish menswear brand Eton has opened a Stockholm flagship store on Birger Jarlsgatan. It features a new concept “focused on… casual offerings”.

The high-end brand, which specialises in shirts and accessories, said the “innovative retail space introduces a fresh store concept aimed at enhancing the customer experience, blending the brand’s heritage aesthetic with a contemporary touch”.

The concept will be seen as part of the label’s “global expansion” that’s “set to reach all major markets in 2025”.

CEO David Thörewik said the new location “honours Eton’s legacy in men’s shirting and craftsmanship, while embracing an innovative approach to luxury retail. This space was thoughtfully designed to reflect our heritage and offer a personalised shopping experience that caters to both long-standing and new customers.”

It was designed by UK-based Quadrant Designs and covers 110 sq m, “embodying Eton’s Scandinavian roots through refined materials like custom millwork, marble, and tortoise-shell accents, all highlighted by brass fixtures”.

The “centrepiece lounge offers guests a place to relax, recharge, and enjoy an espresso, creating an inviting atmosphere of elegance and comfort”.

There’s also an expanded Custom Made shirt bar, “where clients can book one-on-one appointments with expert sales associates and personalise their shirts with an array of custom options”.

And it said the collection now includes “knitwear, luxurious overshirts and vests made from premium materials, catering to modern tastes while maintaining Eton’s dedication to quality”.