One of Bermuda's biggest retailers is bucking the trend during a downturn in the economy by offering its staff and customers extended opening hours.

Front Street retailers AS Cooper & Sons, Ltd. & Astwood Dickinson Ltd. yesterday announced its stores in Hamilton will be opened Monday to Saturday from 9.30 a.m. to 6 p.m., starting from today.

Somers Cooper, managing director of AS Cooper, cited an upturn in sales for both stores since October last year, indicating that consumer confidence may be slowly returning, as the reason behind the move.

"Our sales figures are nowhere close to where we were two years ago, but we are cautiously optimistic that 2010 will be a better year for us than 2009," he said.

"Our stores have been operating on reduced hours for over a year and we are happy to be able to be able to get our staff back to a full work day and give our customers more time to shop."

The regular store hours used to be between 9 a.m. and 5.30 p.m., but Mr. Cooper said he was seeing a trend towards later shopping.

"We have seen very little business before 10 a.m. and an increase in business after 5 p.m.," he said. "By staying open until 6 p.m. we believe we can cater to customers who would like to shop after work before they leave Hamilton."

The stores will also be able to take advantage of the cruise ship Veendam being based in Hamilton for two nights a week from April to September.

Cooper's Front Street stores will stay open until 9 p.m. for Harbour Nights on Wednesdays and up to 7 p.m. on Thursday nights while the ship is in port. The two Astwood stores will be open until 7 p.m. on both nights. During the last three Sundays in May, Cooper's will also open its harbourside, main and men's stores from 1 p.m. to 5 p.m. in a bid to capture additional local and tourist business and will use it as a test to determine the potential for future Sunday openings during the rest of the summer.

The AS Cooper and Astwood Dickinson group have spent the past 18 months refining its business model and "tweaking" its selection and buying patterns.

"We are adapting to what is referred to as the 'new normal' economy and we are poised to take advantage of the eventual return of a more robust business environment," said Mr. Cooper.

"Aside from our new buying patterns, merchandise selection and new hours we have invested in company-wide customer service training this winter with the aim to exceed our customers expectations.

"We have a large market share in Bermuda but we can't take that for granted. We not only compete with local retailers but also with overseas shopping opportunities our customers have daily. We need to keep our customers happy and for life. If we are not making the grade, I want to know! Customer feedback is key."

AS Cooper recently closed its Church Street home store in February, but has found new locations for a majority of the product it sold there, relocating its Yankee Candles and the 'White Sale' basic sheets and towels to the Harbourside store at Pier 6.

The Bridal Desk, Villeroy & Boch and Portmeirion china selections are now based on the ground floor of its main store.

The AS Cooper and Astwood Dickinson group operates a total of 10 stores - seven in Hamilton and stores in Dockyard, St. George and the Fairmont Southampton.