Eton Company Values

COMPANY VALUES

Dear Etonians, Our company values come from what we are. Their origins came from the kitchen where David and Annie Petterson had the vision, the skill, and the drive to found what would become an international luxury brand out of nothing.

But we have also added new values, that stands for the future, and will help us take the steps we need to take together to be even better and reach new goals.

Our values guide every aspect of what we do: they are here to ensure that we keep making a great product — and that we find even better ways of working, making decisions and interacting, office to office, person to person.

To use a shirt analogy, our values form the warp in the fabric we weave together, every day. Without it, there is no fabric.

Success factors

VALUES NEED TO BE COMMON Valid as a steering tool for the entire organization, and for managers/employees on every level in their daily work AUTHENTIC & IN LINE WITH GOALS Perceived as part of Eton and Eton's journey forward ESTABLISHED All employees able to describe values UNDERSTOOD Easy to understand in terms of "my job" ACTED UPON Broken down to concrete behaviors – positive effects in line with goals PROMOTED AND RECOGNIZED Value-based behaviors part of employee review

One Eton • One company, one vision, same goals one planet • Work as a team, win as a team • Equality, diversity, and inclusiveness are a given

One Eton ONE COMPANY, ONE VISION, SAME GOALS – ONE PLANET In 1928, the Eton staff fit around a kitchen table. Today, our team spans multiple continentsand connects many departments, with our products reaching men through wholesale, digital sales, and retail.

While we all have different parts to play, we know that all individual and team goals are steps towards our common goals. We all have the responsibility and opportunity to work towards Eton’s vision within our roles.

We are one team. We are all colleagues, regardless of location and area, and we all work together.

ONE PLANET Respect for its people and future is a given, and a necessity for our business.

WORK AS A TEAM, WIN AS A TEAM We will prove that the whole is greater than the sum of its parts: just like the members of any sports team, we move in the same direction, fill our positions in the team with pride and trusting the next person to fill their role pass the ball to score as a team, and win, in the short and long run.

EQUALITY, DIVERSITY, AND INCLUSIVENESS ARE A GIVEN We will be open and welcoming, knowing that diversity, equality and different perspectives whether based on role, experience, religion or other beliefs, geography, gender, skin color, sexuality, disability, age or any other factor – not only makes us better as acompany but are necessary for Eton’s continued success in a changing world. The loss of one perspective is the loss of an opportunity.

Empowering • Eton is here for a reason • Eton empowers you to excel and make a difference in your role • We show: respect for others.

And tell: transparency matters

Empowering ETON IS HERE FOR A REASON We believe in the power of empowering: in making Eton a positive influence in the world byempowering people to be the best they can be. With that as our goal, using respect and kindness as our guiding stars, we can make a difference through big decisions and everyday encounters and actions.

ETON EMPOWERS YOU TO EXCEL AND MAKE A DIFFERENCE IN YOUR ROLE You are here for a reason! Eton trusts you and your potential to contribute. As leaders and employees, we know that Eton grows with us, and we grow with Eton. As colleagues and company, we go the extra mile to make Eton a great place to work for everyone and create space for people’s potential, empowering each other. The Eton spirit is a can-do spirit: we trust in our capacity through successes and challenges alike. We get it done!

SHOW: RESPECT FOR OTHERS Kindness is important: We treat others the way we want to be treated, ourselves. Taking action is important: We lead by example as much as through words. Your work is important: this is a team sport. We need everyone’s dedication and contribution just like in soccer, we need our forwards, midfielders, backs, and goalies to play and win together. We take responsibility for fulfilling our roles and obligations, knowing that our work affects others, and trust others to do the same. We pass the ball! Work and life are important: we aim for high quality in both. Fun is important: We create an Eton we, and our customers, enjoy! & TELL: TRANSPARENCY MATTERS As a company and as Etonians, we dare to share relevant information and knowledge and ask and welcome questions. We give and receive feedback with respect, never on who we are, but on what we do regardless of role or hierarchy. We are one team: we learn from each other and our successes and failures.necessary for Eton’s continued success in a changing world. The loss of one perspective is the loss of an opportunity.

Work Smart • We choose the simple over the complex • We say yes to the right challenges, the right way • The 5 Cs: collaboration, communication, creativity, common sense and colleagues

Work Smart WE CHOOSE THE SIMPLE OVER THE COMPLEX We believe in finding the smartest way to achieve the most high-quality outcome.

We take responsibility for considering the costs (in money, time and resources) in comparison to expected benefits.

We know that the best idea in the world is just an idea until it is fully implemented– then it can change the world.

WE SAY YES TO THE RIGHT CHALLENGES, THE RIGHT WAY We say yes to the right challenges for the right reasons and no to others so that we can makean impact on the things we believe in.

We think first and make smart decisions.

We are big picture thinkers. We keep the customer and the company as a whole in mind in all decision-making and prioritization, regardless of role.

THE 5 CS: COLLABORATION, COMMUNICATION, CREATIVITY, COMMON SENSE, AND COLLEAGUES We actively take responsibility for collaborating and sharing information as well as seeking it, knowing that that is the way to reach our goals as a big, global company.

We dare to think creatively within our roles and together.

COMMON SENSE AND EXECUTION MATTERS! We all see it as a part of our job, regardless of role, to consider how an action or decision affects other stakeholders and Eton as a whole.

We ensure that everyone in the chain has the conditions, including access to the information they necessary for Eton’s continued success in a changing world.

Quality–driven • Eton exists to offer high–quality products and service to men striving for excellence • And to do high–quality work in every touchpoint • ... creating a high–quality experience of Eton

Quality–driven ETON EXISTS TO OFFER HIGH-QUALITY PRODUCTS AND SERVICE TO MEN STRIVING FOR EXCELLENCE Today, and in hundred years from now, we will take pride in doing high-quality work.

HIGH-QUALITY WORK IN EVERY TOUCHPOINT It starts with, but it doesn’t end with the product: We take pride in creating an experience of high-quality in everything we do, from logistics to marketing, to billing to customer service and maintenance, knowing that we make a difference.

A HIGH-QUALITY EXPERIENCE OF ETON The Eton experience is the sum of its parts. We are proud to create the best possible one inevery detail for everyone who interacts with us, from wholesale customers to end-consumers, colleagues, suppliers and partners.

We create the Eton experience, together.

In all of this, sustainability is a given.

Customer–committed • The customer is always the most important person in the room • The best sales through the best customer experience – with a business mindset • We go the extra mile!

Customer–committed THE CUSTOMER IS ALWAYS THE MOST IMPORTANT PERSON IN THE ROOM The customer is always the most important person in any meeting room or workplacepresent and future customers.

We all win by having the end-consumer in mind. Whether we work directly with customers, partners, and end-consumers in our roles or not, we see things from their point of view, and include them in our decision-making.

THE BEST SALES THROUGH THE BEST CUSTOMER EXPERIENCE – WITH A BUSINESS MINDSET We create the best customer experience in our wholesale partnerships, digital wholesalepartnerships, own retail and own eCommerce through: Offering the best products for the customer (and the customers’ customer) Giving the best service based on their needs.

Creating a brand that inspires in the right way in the right touchpoint – with profitability, long-term goals and sustainable business practices in mind.

WE GO THE EXTRA MILE! We empower everyone in the Eton organization to go the extra mile and be customer–committed in their roles!

Be proud to go above and beyond to serve and delight our partners and customers.

The energy we put into establishing and maintaining relationships is the very foundation of our success.

We challenge each other to prioritize making a difference!

Progressive • Innovation leaders in our field • Constant improvement • We have the future in mind

Progressive INNOVATION LEADERS IN OUR FIELD Ours is a legacy of innovation. We constantly move forward; innovating, improving, and challenging status quo as leaders in our field. This is a strength that sets us apart.

CONSTANT IMPROVEMENT Like our founders, we have a progressive mindset: we think outside the box, are creative and driven to find new ways to do things, explore new products, win new customers, and grow as a company in a way that is sustainable for the company, the planet, and the people in it.

Dare to fail, dare to win. As a company, we have a test-mentality: we dare to try new things and explore new possibilities, always with a work-smart mindset sometimes succeeding, sometimes learning in order to succeed another day.

In our roles, we do the same: we take on new challenges together as a team, with a progressive mindset and a solution-orientated approach.

WE HAVE THE FUTURE IN MIND We move forward to create an Eton that can thrive in a sustainable way today, tomorrow and for generations to come.

ONE ETON EMPOWERING WORK SMART QUALITY–DRIVEN CUSTOMER–COMMITTED PROGRESSIVE