One retailer has been turning the economic downturn to his advantage — by offering competitive prices and launching new products.

Darren Booth, owner of Heel Quick and The Booth, both in Washington Mall, has just released a new line of DC Shoes and aims to expand his business with the opening of a new shop in Washington Mall III later this year.

But Mr. Booth said the secret of his success has been keeping prices reasonable and building up a loyal customer base.

He has drawn up a successful business model which has seen the two stores grow steadily with a total of six staff on his books and plans to increase that number by two or three when the new shop is fully up and running.

"Business has been pretty good — because our prices are reasonable, so it has been steady," he said.

"The main thing is I try and sell stuff that is different to what other places offer."

Mr. Booth's focus has been on the new line of clothing and shoes by California-based DC Shoes which arrived last week, including men's and women's wear, such as T-shirts, skirts and tops, as well as the wide-fitting designer shoes.

He believes his latest product will complement the Helly Hansen clothes, raincoats and exercise wear, Allyance, Dakine, Puma and Fossil watches lines he already sells.

"We had a lot of people waiting for the DC stuff and we sold about 10 pairs of shoes when they came into the store last week," he said.

The lease on The Booth runs until the end of this year, but Mr. Booth said it is a case of wait and see whether the landlord of Washington Mall III drops their rent demand from the price originally quoted as to what size his new outlet will be there.

"There will be more shop space than people need — 12 months ago you couldn't get a shop," he said.

"Look at Front Street — there are a number of vacant premises, but the people that own the shops are still getting the rent even though there is no business there and they are not bothered about filling the space."

Mr. Booth believes the retail sector, while not doing as well as it was a year ago, is still in pretty good shape and finds it hard to believe the traders who bemoan how bad things are.

"A lot of people say business is really bad, but they seem to be still in business even if they claim they are not making any money," he said.

"If you are really not making any money and finding life that tough, then why not just close down and do something else."

For those looking for a way to get ahead in business, need only take note of Mr. Booth's strategy of consolidation, starting small and growing within its means.

"We don't want to borrow lots of money and do everything on credit, but build up the business slowly and steadily," he said.

"Look what happened to Trimingham's — they bought Smith's thinking they would get more business, but it did not work out that way." Mr. Booth has been coming up with new and innovative ways to combat the recession, such as offering 10 percent off products in The Booth and 20 percent off rain gear until the end of August.

"There are still opportunities to make money," he said. "There is a perception that goods bought in Bermuda are more expensive than overseas, but once you add on shipping tax, it is not that much different. The hardest part of it is convincing people to have a look at what you have got before they make their minds up.

"You never really know what products are going to sell well — it is just about taking a risk and going for what you like and think other people will like and will sell well."

Many of the brands in his store have a good following, particularly among Bermuda's sizeable Filipino community, because they are established names and good quality products, according to Mr. Booth.

And he has reaped the rewards of another aspect of the recession — an oversubscription of willing workers and a whole new talent pool on offer, with an increase in the number of job applications as people are laid off and are seeking work.

Mr. Booth first came to Bermuda 22 years ago to work as a shoe repairer and eight years later ended up buying the business, called Heel Sew Quick at the time, from his former employer, before branching out into backpacks and then eventually luggage.

In 2000, Mr. Booth and his wife Suzanne DeCouto set up a trophy and engraving shop called Washington Lane Engravers on the ground floor of Washington Mall, prior to selling the business last year and opening The Booth three months ago.

If everything goes according to plan, Mr. Booth can look forward to further success as his business expands in the future.