In Pictures: Eton’s refurbished flagship store in London’s Mayfair
Swedish shirtmaker Eton has reopened its flagship store at 16 South Molton Street in London’s Mayfair, following an extensive 10-week refurbishment to align with its updated global retail concept.
The Mayfair store, which now boasts upsized floor space of 602 sq ft on the ground floor and an additional 215 sq ft on a lower level, has been a cornerstone for Eton since 2013 and remains one of its top performing locations worldwide.
The store has been transformed with a new wooden floor that "brings the warmth and elegance of a townhouse setting", complemented by a brighter, more inviting colour palette.
It has been designed by British Quadrant who developed the interior concepts for Eton’s recently opened flagships in New York and Stockholm, "offering a refreshed and elevated in-store experience".
Jakob Lundén, Head of Retail at Eton, said: "The expanded footprint allows for a more curated presentation of Eton’s growing product range and an enhanced customer experience.
"Alongside Eton’s renowned shirts, the store now features the Eton x Tretorn off-court tennis collection and showcases several newly introduced categories, including knits, overshirts, vests and soft jackets.
"These additions mark a significant expansion of Eton’s offering, with the new layout designed to better highlight and present these lines."
