Bermuda’s longest-serving authorised Apple reseller officially opened the doors of its new store for business yesterday.The Complete Office, which is part of the North Rock Ventures Group and is based in Reid Street, was the Island’s first authorised reseller of Apple products and has been so for the past 16 years.But the business decided to expand its offering with the launch of the new iClick store across the street with a dedicated Apple outlet after the perfect location became available when CellOne vacated its premises at Williams House. The original store will then be able to focus on a suite of other products, including PCs and the Amazon Kindle.The launch was marked with a ribbon-cutting ceremony by Business Development Minister Wayne Furbert.“What we wanted to do as Apple became more popular, certainly in the last four or five years, was to showcase it properly because Apple is more of an experience than just buying a new computer,” said general manager Alison Ince.“Apple customers want to know and see what they can really do with the products.“Since Apple brought in the iPod and iPad they now have a group of products that work together a lot better than any group of PC products and with the new store we will be able to fully demonstrate all of the products and software they have to offer and how they can be used in combination through the use of a full wireless network.”Ms Ince said that her company approached Apple about setting up the new store and were awarded an authorised Apple reseller plus status the only one in Bermuda and now it would be able to concentrate on serving the customer better in all lines of product.She said that The Complete Office was keen to move forward with the new store given the increased competition from Apple resellers on the Island, most recently with AF Smith opening its Apple store last week, and to make people aware of its large stock of Apple products and superior service, including an on-Island service centre.“It was all about giving our customers a better experience in Bermuda,” she said. “Between our two stores we will be able to cover pretty much all consumer products.”To meet the needs of the expansion, The Complete Office has taken on two new employees with all members overlapping between the two stores. All staff are trained Apple professionals.The new store, which was completely renovated to Apple standards, will feature everything from the iTouch and iPod to the iPad and Macs, linked together with iCloud, as well as accessories for the Apple lover, including iTunes cards. Customers can also order in products.“Moving from Windows to iOS is a learning, but I think that people are now less scared of Apple whereas in the past they were familiar with it because it wasn’t Windows, but now it is universal and most people know about it,” said Ms Ince.Turning to the issue of the economy, she said that it had been tough for the company balancing the range of its offering with being as competitive as possible, particularly given the number of people who shop overseas, mainly in the US, through top customer service“Customer have to pay more due to shipping and duty there is no way around that, but we want to make sure that they have every other reason to shop with us and I think we have done a good job my staff are all Bermudian and I am proud of them,” she said.The architects for the new store were Bendell Designs and the contractors included Bermuda Interiors, Universal Electric, North Rock Communications, Applied Computer Technologies and Technical Services Bermuda Ltd.The iClick store is open from Monday to Saturday between 9am and 5.15pm.There will be a late night opening with giveaways and a DJ on offer tonight.For more information contact 278-1330.