Eton
EQT · Sweden
Eton is a Swedish maker of men's shirts and accessories founded in 1928 in Gånghester. Wikipedia reports that the private equity firm EQT has held 85 per cent since 2016. It sells through retailers, its own stores and an online shop.
| Founded | 1928 |
|---|---|
| Founders | David and Annie Petterson |
| Owner | EQT (85 per cent since 2016, per Wikipedia) |
| Headquarters | Gånghester, Sweden |
| Retail | 1,500+ retailers; flagships in four cities |
| Segment | Premium and contemporary |
| Website | etonshirts.com |
What is Eton?
Eton is a Swedish men's shirt company, also marketed as Eton of Sweden. Its website describes it as an "innovator of men's shirts since 1928", offering dress, casual, evening and custom-made shirts as well as knitwear, jackets, ties, bow ties, pocket squares, scarves and cufflinks.
History
According to Wikipedia, Eton was founded in 1928 in Gånghester by David and Annie Petterson. Annie began sewing dresses at home in the 1920s, and David joined after the Great Depression closed his sawmill. The company focused on men's shirts and took the name Eton when it began exporting to Britain in the mid-1950s. In 1992 it introduced what the article describes as the first non-iron shirt in 100 per cent cotton, with Harrods as its first reseller. Hans Davidson led the company from 1989 to 2019.
Ownership
Litorina owned Eton from 2012, and EQT acquired it in 2016, holding 85 per cent according to Wikipedia. The factory built during international expansion still houses the company headquarters in Gånghester. Current ownership was not re-verified for 2026.
Business model and distribution
Eton sells through more than 1,500 retailers, including major department stores, and operates its own stores in Europe and the United States plus an online shop. Its flagship stores are in Stockholm, Frankfurt, London and New York. The website offers a Design Studio for made-to-measure shirts and a Signature Club membership.
Why it matters
Eton is one of the leading specialist shirt makers in Europe and a clear example of a niche, category-focused brand scaling through wholesale first and direct retail second.
Frequently asked questions
Who owns Eton shirts?
Wikipedia reports that EQT acquired Eton in 2016 and holds 85 per cent, after Litorina owned it from 2012. Current ownership was not re-verified for 2026.
Where is Eton from?
Eton is Swedish. It was founded in 1928 in Gånghester, where its headquarters remain, by David and Annie Petterson.