The Midtown store will feature Eton's vests, overshirts and knitwear in addition to dress shirts.
That’s the reason he is keeping both stores in the market. He described the uptown unit as “a lovely store that serves the neighborhood well, but we felt we wanted something in Midtown too to meet our customers between Bryant Park and Grand Central station.”The new 2,300-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 added.
In terms of the 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 the feeling of being in a living room. There is bespoke millwork erected from the ceiling and lighting intended to emulate a natural skylight. Underneath is a lounge area with a custom-made 1920s-inspired rug and seating.
The design of the store will be rolled out globally to other Eton’s flagships around the world. The company operates six freestanding stores: the two in New York as well as London, Stockholm, Malmö and Gothenburg. There are also six outlets including two in the U.S. at Woodbury Common in New York and Desert Hills in California.
“It’s a really beautiful store that provides the perfect backdrop for our product and embodies the DNA of Eton,” he said. “It’s a minimalistic, mid-Century Modern design with a nod to the Art Deco period when we were founded.”Turning to business, Thörewik said the company, which has been owned by the Swedish private equity firm EQT AB since 2016, experienced a downturn during the pandemic like many other businesses, but has since had “a strong rebound.
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