A new music store has opened in Hamilton promising to offer the cheapest compact discs and cassettes in Bermuda.

Chris Kross Records is owned by Bermudians Mr. Kevin Simmons and his friend Mr. Chris (Loverboy) Cox.

The store, located at the former Zetters Pools site near the corner of Reid Street and Court Street, specialises in reggae music.

But it also carries a lot of rhythm `n' blues, gospel and calypso, said Mr.

Simmons. "In fact, we will cater to all tastes,'' he said.

"We have many distributors around the world and, if we don't have what people want in stock, we're confident we can get it here within a few days.'' The company's business plan is to sell a large volume of compact discs, cassettes and vinyl records at low prices.

"We're prepared to take a smaller mark-up for the sake of higher volume,'' said Mr. Simmons.

Music CDs are on sale for $16.50, while R&B and reggae cassettes cost $11.95 and $10.95, respectively. Special compilation cassettes cost $10.

"CDs at other stores cost anywhere between $19 and $23,'' said Mr. Simmons.

"That's the cheapest in Bermuda. This is the area where we are really competitive.

"We're making music more affordable to Bermudians. A lot of people who don't normally buy records can now afford to buy them.'' Mr. Simmons has spent ten years in the hotel industry at several of Bermuda's top hotels and is also experienced in selling, which he did in the early days of Bermuda Cablevision and for British American Insurance.

Mr. Cox has extensive experience in the music industry in New York City, where he worked for Viper Records, which is the largest reggae distributor in the US. He has also produced several records.

Chris Kross Records buys its records from several distributors in countries including Jamaica, the US and England.

Mr. Simmons said the store contains all the "hottest'' releases in the world of reggae.

The store is open from 10 a.m. to 9 p.m., Monday to Saturday.

ROOTS, ROCK, REGGAE -- Record store owners Mr. Chris (Loverboy) Cox, left, and Mr. Kevin Simmons.