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    Interview with Henrik Henriksson

    Henrik Henriksson
    Henrik Henriksson
    Chief Financial Officer
    Eton Shirts
    Eton Shirts

    Eton–heritage shirtmaker yet a modern shirt specialist
    It all began at a kitchen table, where Annie Petterson started sewing for friends and neighbours. Known for the quality of her work, she soon outgrew her kitchen and founded Syfabriken Special with her husband, David. In 1948, the founders' sons searching for quality fabrics, were passing through a small town in the UK named Eton. Inspired by the number of well-dressed young men there, they created a new kind of shirt--the Eton shirt. Fibre2Fashion spoke to Henrik Henriksson, Chief Financial Officer of Eton Shirts, to find out more about the iconic brand's heritage and key USPs, how it has tuned into the digital world and some of its recent product launches.

    What is the significance of the name Eton? What is key to its success through the years?

    Since 1928 Eton has been devoted to creating the perfect shirt for all men striving for excellence. The key to our success lies in our heritage and long expertise when it comes to craftmanship, while constantly innovating and working to perfect our shirts. The passion for what we do keeps us striving forward and this allows us to be on top of our game and to be able to offer fantastic, high quality shirts that are made to last over time. We are a heritage brand but also a modern shirt specialist in that sense, and I think this really sets us apart and makes us unique as a shirt specialist.?

    I am particularly proud of the steps Eton has taken within the casual shirt segment. With new product developments including t-shirts, denim shirts, linen, and overshirts, we are far beyond just a dress shirt brand anymore. With our new casual range, we are now a go-to destination for all type of shirts - whether customers are looking for something to wear for the office, for the vacation, or for the casual day off. It has been exciting to see how well-received our casual shirts have been by customers and Eton fans around the globe.?

    As far as the company name Eton goes - it dates to the 1950's, when our founders' sons passed through a small town in the UK, Eton. They were inspired by the well-dressed young men there and created a new kind of shirt - The Eton shirt. "The Eton shirt" was such a success that we chose Eton as our new company name and put it over the doors of the charming brick factory that is our global headquarters to this day.

    Where do you source raw materials from and where are your shirts manufactured?

    Our aim is to always offer the best quality product that are made to last. We use nothing but premium raw materials, such as extra long staple cotton from Egypt and California, woven by mills in Egypt, Italy, Romania, and Turkey. Our shirts are manufactured in Europe: Romania, Lithuania, and Macedonia. We work with world-leading suppliers and specialist partners and the key to success for us has been to maintain strong partnerships and close contact with all our partners.

    Which are your best-selling products?

    Our best-selling products are our iconic shirts: our high-quality and crease-resistant dress shirts that we are known for around the world. Beyond these, we are increasingly selling shirts from our casual assortment, with top-sellers such as polo piqués, denim shirts, linen, and overshirts.

    What is your retail presence - online & offline?

    Eton's products are sold on a near global scale digitally, through our own website and digital resell partners, and in brick-and-mortar stores in over 50 markets in Europe, North America, Africa, Oceania and Asia (including Russia). Among our retail partners are prestigious department stores including Nordstrom, Selfridges, Harrods, Le Bon Marché, and La Rinascente. We also sell our shirts and accessories through our own retail stores in key cities in Europe and North America, including Stockholm, Copenhagen, London, New York and Frankfurt.?

    Do your shirts serve a specific niche? Who are your customers like?

    We want to empower the modern man to be the best he can be and to be the best version of himself. We do this by offering superior products for all occasions in life made with consideration for people and the planet, sold in a premium to luxury segment to men striving for excellence. The Eton man is driven not only by success but with an urge to excel in every aspect - confident yet curious mind who sets his own standards and never compromises.

    What are the strengths/USP of your shirts?

    An Eton shirt is a masterpiece in every aspect. As a nearly 100-year-old shirt specialist we have spent a long time perfecting our shirts, constantly pushing the boundaries within shirting. Through innovation and commitment, we design shirts and accessories of superior quality and style. There is a reason that people who have tried an Eton shirt tend to get 'hooked'. To wear a shirt from Eton means you can feel stylish, confident, and empowered. You will look good and feel good, all day long.?

    Some of our key USPs include:?

    Superior products - We never compromise on quality. With the best materials, techniques and expertise, our shirts stand the test of time.?

    Innovation - We design for optimal use on many different occasions, in many different ways.

    Timeless design - We aim higher than the next trend. We create shirts that are modern today, tomorrow and in ten years.

    Versatile - We push the boundaries of what "shirt specialist" means constantly looking for the next step in design, materials, and technique.

    What per cent of your revenue comes from exports? Which countries are you exporting to?

    Eton can be found in more than 50 counties worldwide, primarily in Europe and North America, but we also have presence in Australia and parts of Asia. North America is our largest market (accounting for more than a third of the revenue), followed by our other key markets--Nordics, EU, and the UK.
    Published on: 06/07/2021

    DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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