Eton, the Iconic Swedish Menswear Brand, Transitions to New Ownership Model

Eton, the Iconic Swedish Menswear Brand, Transitions to New Ownership Model



Eton, a premier name in luxury menswear based in Sweden, is poised to enter an exciting new era as it transitions ownership. Effective June 27, 2025, the shift from EQT VII to a consortium of private long-term investors signifies a strategic move aimed at enhancing the brand's growth trajectory. Founded in 1928, Eton has made its mark in the fashion industry, specializing in high-quality shirts that are now available in more than fifty countries worldwide.

Under the stewardship of EQT, Eton has undergone significant transformations, evolving into a modern omnichannel enterprise. The company has successfully strengthened its direct-to-consumer and wholesale capabilities across Europe, North America, and select markets in Asia and the Middle East. This strategic shift not only broadened Eton's product offering but also spearheaded substantial investments in digital infrastructure, promoting a data-driven sustainability strategy that aligns with contemporary consumer values.

As the new consortium steps in, Eton's management team, led by CEO David Thörewik, is eager to build upon the solid foundation established during EQT’s tenure. The consortium, which boasts expertise in nurturing global premium brands, includes industry veterans like Mikael Schiller, Caspar Callerström, and Thomas von Koch. Their strategic vision aims to amplify Eton's market presence while ensuring the brand remains synonymous with quality and timeless style.

David Thörewik expressed his excitement about this transition, saying, “Eton was founded on nearly a century’s worth of craftsmanship and a commitment to quality and style, a heritage you can touch and feel in every product. We have transformed into a global business supported by world-class systems and modern operating principles. With our new backing, we look forward to introducing even more men to our unrivaled quality.”

The transition not only emphasizes the growth potential for Eton but also reflects a commitment to meeting the evolving tastes of luxury consumers. The new ownership model allows for greater investment in innovation and expansion, providing a robust balance sheet designed to support ambitious future initiatives.

Albert Gustafsson from the EQT Private Equity advisory team remarked on the development, stating, “Eton has been on a transformative journey, expanding both its reach and relevance in a changing retail landscape.” He extended gratitude to the management team and employees for their diligent efforts and collaboration during the transition process, underscoring the importance of a sustainable long-term solution for the company and its existing lenders.

As Eton prepares for its next chapter, it will continue to uphold its legacy of quality while embracing modern retail strategies to captivate new audiences. With a focus on innovation, sustainability, and timeless luxury designs, Eton is ready to define the future of menswear on a global scale.

In conclusion, this change in ownership represents more than just a shift in stakeholders; it marks a pivotal point for Eton as it embraces new opportunities for growth and development. With a strengthened team and shared vision, the future looks bright for this iconic brand as it continues to evolve in today’s rapidly changing marketplace.

Topics Consumer Products & Retail)

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