Eton Embarks on New Ownership Chapter with Investor Consortium
Deal News | Jun 27, 2025 | EQT
Eton, the Swedish luxury menswear brand known for its premium quality garments, has announced a shift in ownership from EQT VII to a group of private long-term investors. Under the stewardship of EQT, Eton successfully expanded its omnichannel presence and product offerings, strengthening its market position across Europe, North America, Asia, and the Middle East. The new investor consortium, selected through a competitive process with the involvement of Eton's lenders, aims to build upon this foundation by leveraging its expertise in cultivating global premium brands. CEO David Threwik is set to continue leading the strategic growth of Eton with support from the new backing, enhancing its brand visibility and operational infrastructure. EQT expresses satisfaction in Eton's development during its ownership and supports the sustainable transition to new investors.
Sectors
- Luxury Goods
- Retail
- Private Equity
Geography
- Sweden – Eton is headquartered in Gånghester, Sweden, and the change in ownership involves Swedish entities.
- Europe – Eton has a significant market presence across Europe, which influences its business strategy and growth opportunities.
- North America – Eton's expansion into North America is a notable aspect of its market growth under EQT’s ownership.
Industry
- Luxury Goods – Eton is a luxury menswear brand, typically part of the luxury goods industry, which focuses on high-end apparel production and sales.
- Retail – The expansion of Eton's omnichannel presence and direct-to-consumer strategies places the company within the retail industry.
- Private Equity – EQT is a private equity firm involved in the transaction, affecting the ownership and investment strategies of Eton.
Financials
- – No specific financial amounts or deal prices disclosed in the article.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Eton | Target Company | Company | A Swedish luxury menswear brand known for high-quality shirts and apparel. |
| EQT VII | Selling Company | Private Equity Firm | The private equity fund that facilitated Eton's growth over the recent years. |
| Long-term Investor Consortium | Bidding Company/Buyer | Company | A consortium consisting of private long-term investors focused on building premium global brands. |
| David Threwik | CEO | Person | The current CEO of Eton leading the strategic growth of the company post-acquisition. |
| Albert Gustafsson | EQT Partner | Person | A partner within EQT Private Equity advisory team, involved in the transition process. |