Swedish premium shirt brand Eton has opened the doors to its newly renovated Madison Avenue flagship store. Located between 58th and 59th Streets, the store first opened back in 2010. The renovated space was developed to better reflect the Eton image and enhance the product presentation.

“Our stores are a reflection of everything Eton stands for and our design is already in some of our premium partner stores to ensure a coherent brand experience,” said Hans Davidson, CEO of Eton.

“I’m excited that customers who step inside our new store will get a better feel for who we are as a brand,” added Sebastian Dollinger, creative director of Eton. “With the selection of colors and materials in light wood our Swedish heritage shines through. I also think the new product presentation in the store is terrific.”