GRIPS CUSTOMERS & RESEARCH PARTNERS
Eton, a Swedish luxury menswear brand now owned by a consortium of private investors following its transition from EQT AB in June 2025, shows significant concentration in in-store retail channels according to Grips Intelligence data from January through August 2026. Amazon dominates the brand's revenue share at 86.6%, with supplementary distribution through acehardware.com (8.1%), homedepot.com (3.6%), and lowes.com (1.6%). The brand has experienced substantial revenue headwinds, with a 86.3% overall decline across the tracked period, while average product pricing decreased 0.5% year-to-date. Most recently, monthly revenue fell 57.3% with average prices declining 30.2%, indicating sustained pressure on both volume and pricing power during the latter months of the analysis window.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 86% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 0% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Eton on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Eton.
BY REVENUE
Eton sells 92% online and 8% offline. Online runs through 3 channels; offline through 1. Online share has moved from 9% in Apr to 68% in Aug.
Online
92%
8%
Offline
Online channels
92%
Offline channels
8%
BY REVIEW COUNT
Across 36K ratings on 4 channels, Eton averages 4.3★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.3
/ 5
From 36K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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