Two-store designer indie Eton is relocating its Sheffield store to a larger site and adding menswear to the product mix.
The Sheffield store currently sells only womenswear.
The new Eton store will relocate 100 metres down Sheffield’s Division Street to a 2,000 sq ft site, more than three times the size of its current 600 sq ft store.
Owner Andrew Maloney said: “We’ve built up a good reputation, so there is potential to expand and broaden market appeal by adding menswear [in Sheffield].
“We have a diverse client base including moneyed locals and international students. We know there is scope to target men here.”
The store will launch with menswear brands Boss Green, Fly53, Dolce & Gabbana and Stone Island.
It will continue to stock Vivienne Westwood Red Label, Mulberry and C by Chloé on the womenswear side of the business.
Eton also has a 2,000 sq ft store in Rotherham on Wellgate, which will continue to sell both menswear and womenswear.
The new Sheffield store will open on October 10.