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Sheffield’s Eton adds menswear brands

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.

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