Eton is a leading, global luxury men’s shirt and accessories brand, founded in 1928 in the village of Gånghester, Sweden. Dedicated to quality, innovation, and style, the brand designs and makes shirts for every occasion of a man’s life, from modern dress shirts to luxurious casual and evening shirts. Refined men’s accessories offer the perfect complement. Eton reaches customers in 50 markets worldwide, through its own official online store, brand stores in New York, London, Stockholm, Malmö, Copenhagen, and Frankfurt as well as some of the world’s most prestigious stores, including Harrods, Selfridges, Nordstrom, Saks Fifth Avenue, Galeries Lafayette, Le Bon Marché, TSUM, La Rinascente, and KaDeWe.

Transforming such a strong, well-known brand into digital-first required paying much attention to simplicity and heritage to their identity, without compromising usability or function. Together we shaped their next e-commerce consumer experience with close attention to details and edge technology solutions.

Leaving Magento behind

One of the biggest transformations was made in the backend. Eton Shirts had long been building a fortress around a custom installation of Magento, that was soon becoming end of life. Having a custom built commerce engine can be powerful, but also very fragile, as it is dependent on individual knowledge and hard to maintain for larger teams.

The choice of platform landed on Centra and Aino was brought in as the solution partner for the entire project, which also included Contentful CMS and an AI-powered size guide. We created a new tech strategy, customer journey, front-end platform, brand guide, digital-first typography and UI/UX templates that was handed over to their team.