Prince George, second in line to the British throne, is set to follow in his father's footsteps by attending Eton College this September, a move that has generated a palpable buzz among traders in the historic Berkshire town. Kensington Palace confirmed the news, and local business owners are anticipating a welcome boost to their trade, with many fondly remembering the days when Prince William and Prince Harry were pupils at the elite boarding school.
Local Businesses Anticipate Royal Boost
Trilok Chail, owner of Tudors 1799 on Eton High Street, has been serving Eton pupils for nearly 30 years. He recalls the princes well, noting that they used to call him "Mr Tudor." While he did not disclose their purchases, Prince Harry's memoir Spare revealed his favourite sweets included Munchies, Skittles, Mars Bars, and Opal Fruits (now Starburst). Chail told the Daily Express: "They [the Eton pupils] all call me Mr Tudor. Even William and Harry used to know me as Mr Tudor. They were here all the time." He described the news of Prince George's arrival as "good for business," noting that trade is highly seasonal, with six months of busy term-time followed by quieter periods.
At Budgens, store manager C. Aidhi Singha said that American sweets and drinks are "very trendy" among the boys, with 30 to 40% of sales coming from Eton students. He added that pupils come from around the world, including Asia, Europe, and the Middle East, and welcomed Prince George's attendance as a potential further boost to trade.
Centuries-Old Tailoring Tradition Continues
Nolan Semple from Tom Brown Tailors, one of the oldest tailoring houses in the UK, expressed excitement about Prince George's arrival. The shop, which has operated from No. 1 Eton High Street for over two centuries, supplies Eton College uniforms and offers bespoke tailoring. Master Tailor David Coulthard, who took over from the last Brown family member, still remembers the days when William and Harry were pupils. The firm maintains a tradition of discretion, with Semple declining to reveal identities of foreign royal clients.
Simon James, of Simon James Hair, welcomed the news, saying: "It's lovely, it's great for the town — it gives the town a buzz." He added: "Security will be up, which is nice." James noted that his clientele includes Eton staff, such as the college's Provost, and joked that Prince George likely has his own hairdressers. Reflecting on high street changes, he said: "Only hairdressers and coffee shops survive at the moment — a few places have closed."
Eton's Global Appeal and Economic Impact
Eton College, founded in 1440 by King Henry VI, is the largest boarding school in England, with about 1,350 students. Tuition fees rose from £52,749 to £63,000 per year in January 2025 following Labour's VAT hike on private school fees. The school attracts students from around the world, with around 10% from overseas. Phil Warren from estate agency Warren Property Matters noted that they sell two to three properties annually to parents of international students, though this has dropped recently. He added that 70 to 80% of the high street is owned by Eton College, with many staff occupying properties.
Warren also observed a number of US visitors in the area, a trend he expects could grow due to Prince George's attendance, as Americans "love the Royal Family." The news has brought renewed attention to Eton, with local businesses welcoming the royal arrival as both a proud tradition and a potential driver of foot traffic.
A Family Tradition Continues
Prince George's move to Eton continues a family legacy. His father, Prince William, and uncle, Prince Harry, both attended the elite boys' boarding school. Notable alumni include former Prime Ministers Boris Johnson and David Cameron, author George Orwell, actors Eddie Redmayne and Tom Hiddleston, and numerous international royals such as King Leopold III of Belgium and Aga Khan III. The school's influence is evident along Eton High Street, where businesses like Billings & Edmonds, which outfitted Princess Margaret and Princess Elizabeth in the 1930s, also served William and Harry in the 1990s.
