One Hamilton retailer has come up with a novel idea to overcome Bermuda's downturn in tourism - by targeting the local market.

Riihiluoma's Flying Colours, based in Queen Street, has launched a new range of women's contemporary clothing for autumn and winter focused on residents for when the tourist trade drops off later in the year.

Sarah Fields, the store's main clothing buyer, said the loss of cruise ships in the City from last year had hit the business harder than the economic crisis and she was looking at new ways to boost takings.

"I think we felt a much bigger impact last year when it was the first time without cruise ships in Hamilton than the effect of the economic downturn," she said.

"We are experimenting with trying to get a local clientele and we are gaining more local attention because of the products we offer such as summer cover-ups and ladies hats, where there is some overlap with the tourists between the seasons."

Ms Fields believes that Riihiluoma's will be able to fill a niche in the market left by the departure of big department stores like Triminghams and Smith's.

"We are starting small," she said. "But with Triminghams and Smith's having closed I think there is some gap to be filled," she said.

In order to adapt to the shifting landscape of Hamilton's downtown shopping area, Riihiluoma's will now be offering an exclusive women's collection, including dresses, tunics, leggings, tops, sweaters, shrugs and accessories that can be worn on the weekend or for work, according to Ms Fields.

"Times are changing and we're adapting," she said. "We will always stay true to the t-shirt and souvenir side of our business, however, we felt it was an opportune time to make a shift to appeal to the local market. The styles are cool, the quality is good, and the prices are great. We are really excited about it."

The new collection is on display in the front of the ground floor in a space known as "the corner boutique". Each piece of the collection has been individually selected by the buyer and will be sold in limited quantities. The price range of the line is currently $29.95 to $77.95 with a range of sizes to fit every body shape, including plus sizes.

"Riihiluoma's has always been known for quality, value, and fun," said Ms Fields. "I am really excited to be able to extend those same qualities into our new venture."

Riihiluoma's Flying Colours has been owned and operated by the Riihiluoma family for four generations. Set up in 1937, the family business will celebrate its 75th birthday in 2012.

The Queen Street store is most widely-known for its Bermuda branded t-shirts, and casual wear as well as souvenir novelties, beach gear, flip flops, gag gifts and kids' toys.

The flagship store, located next to the Lemon Tree Cafe, is open between 9 a.m. and 5.30 p.m. from Monday to Saturday.