{"id":121940,"date":"2025-05-22T07:30:21","date_gmt":"2025-05-22T07:30:21","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/121940\/"},"modified":"2025-05-22T07:30:21","modified_gmt":"2025-05-22T07:30:21","slug":"in-pictures-etons-refurbished-flagship-store-in-londons-mayfair","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/121940\/","title":{"rendered":"In Pictures: Eton\u2019s refurbished flagship store in London\u2019s Mayfair"},"content":{"rendered":"

Swedish shirtmaker Eton<\/a> has reopened its flagship store at 16 South Molton Street in London\u2019s Mayfair, following an extensive 10-week refurbishment to align with its updated global retail concept.<\/strong><\/p>\n

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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.<\/p>\n

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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.<\/p>\n

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It has been designed by British Quadrant who developed the interior concepts for Eton\u2019s recently opened flagships in New York and Stockholm, “offering a refreshed and elevated in-store experience”.<\/p>\n

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Jakob Lund\u00e9n, Head of Retail at Eton, said: “The expanded footprint allows for a more curated presentation of Eton\u2019s growing product range and an enhanced customer experience.<\/p>\n

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“Alongside Eton\u2019s 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.<\/p>\n

“These additions mark a significant expansion of Eton\u2019s offering, with the new layout designed to better highlight and present these lines.”<\/p>\n","protected":false},"excerpt":{"rendered":"Swedish shirtmaker Eton has reopened its flagship store at 16 South Molton Street in London\u2019s Mayfair, following an…\n","protected":false},"author":2,"featured_media":121941,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7757],"tags":[748,393,54296,4884,257,363,16,15],"class_list":{"0":"post-121940","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-london","8":"tag-britain","9":"tag-england","10":"tag-eton","11":"tag-great-britain","12":"tag-london","13":"tag-retail","14":"tag-uk","15":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114550317188142211","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/121940","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=121940"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/121940\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/121941"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=121940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=121940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=121940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}