The company Eton Shirts have a long heritage and started its business in 1928 in Sweden. They had early success abroad and is today a well renowned global shirt company. In 2013 they launched their first global online store and since than the business has bloomed online.
Their biggest markets are the US and Canada which together stand for 30 percent of the company's revenue. When launching online in the US Eton saw incredible results. Ten months after the US launch that site was the most visited globally and Eton had to increase their prognosis for the next year. Instagram was also said to be one of the key drivers of the quick growth online in the US.
From being a very traditional company Eton Shirts have quickly adapted to the online market. Recently this year they even tried one-hour delivery of their shirts in Stockholm, Sweden.
20 percent online 2020
Eton is of course still a traditional company and recently moved into Russia with several physical stores. The company sees eastern Europe as one of their strongest markets for growth.
- We believe in a very good growth throughout Eastern Europe. Quite on par with western Europe and our largest single market in North America, said Jan Borghardt, Senior Advisor of Eton Fashion.
The fashion shirt company last year had a revenue of 58 million euros but is expecting to reach over 100 million euros by 2018. This year Eton reports a double digit growth.
Looking at the e-commerce side of Eton which is still just a baby, it already accounts for 5 percent of the revenue this year. Within five years the online sales are expected to account for 20 percent of all shirt sales at Eton.