Showing faith in Bermuda and Hamilton as a place where people want to shop for the latest fashions, the owners of the Calypso store on Front Street are preparing to open two new niche shops in the city this September.

On-Island shopping has taken a knock in recent years as Bermuda residents spend more and more of their dollars during overseas trips, primarily in the US.

Winning back some of that custom is the aim of the team at Hornburg Calypso, which runs the lemon yellow-painted flagship Calypso store next to the former Triminghams' site. The company also operates the United Colors of Benetton, MaxMara, French Connection and Voila shops in town and at a number of hotels on the Island.

Women especially should get excited about the two new shops soon to open in Hamilton. One will be an outlet of Sisley, one of Europe's premier men's and women's fashion names.

The shop — which will have exclusive distribution rights for Sisley in Bermuda — will be sited in premises opposite Bank of Bermuda on Front Street, in the corner store vacated by one of A.S. Cooper & Sons' satellite shops.

When it opens it will offer a range of "glamorous and sexy" women's clothing and accessories.

The other shop, due to open around the same time, will be in the former flower shop on Reid Street. What it will sell is being kept a surprise for the moment, but it promises to be just as exciting as the prospect of the Sisley outlet.

Renovations and shop-fitting is underway at both locations.

Pierre Dutoya, chief executive officer of Hornburg Calypso, recognises that Bermuda's people are some of the greatest travellers and as such are regularly exposed to the shopping metropolises of the major east coast US cities and therefore expect to have choice, variety, and pleasant shopping surroundings.

Company buyer Katie Garside, commented: "There is no point trying to compete with the other stores on the Island, what you should be doing is competing with places like New York.

"I think we are the leader in Bermuda as far as variety of goods."

Colleague and also a buyer for Calypso, Jennifer Butterworth, said: "One of the reasons why people are going away is because there is not enough variety. The greater selection we have the more chance we have to win a sale from someone who is going overseas shopping."

CEO Mr. Dutoya knows from experience that not being a part of the "old club" of Bermuda retailers makes it harder to learn about opportunities to take over retail sites before they are snapped up. However, Calypso's reputation for developing shop space and creating quality retail environments now precedes it.

That was what led to Calypso being approached to open up at the two vacant locations Mr. Dutoya believes. He said: "It is a struggle to find space. We are always chasing everything. I think we were lucky when we got the Benetton shop the first time.

"When floor space became free and available both (owners) had seen what we have done with our shops and how we invest in a shop that will last for 15 years or more, and came to speak to us.

"We are a small company and we can make decisions very quickly and take advantage of the shop spaces when they become available."

Premier Ewart Brown recently challenged retailers to stay open later during the cruise ship season to allow visitors to shop later into the evening, as is the norm in many countries.

While Mr. Dutoya can see some value in that for the touristy outlets on Front Street his focus, and that of Calypso, is primarily towards local customers and higher-spending visitors. The Island's position between North America and Europe means that many US/Canada visitors come to Bermuda hoping to find European styles that are not readily available Stateside.

Calypso's heavy reliance on fashions from Italy and France, which generally make up just over half the various stores' itinerary, places it apart from other Hamilton retailers such as Gibbons and A.S. Cooper's.

Selling virtually the same products from the US and engaging in price battles as a result was one of the factors that led to the weakening of former department stores Triminghams and Smiths, said Mr. Dutoya.

While he respects the role cruise ship visitors play in the Island's economy, he does not believe Bermuda's future lies in mass market tourism. That is one reason why Hornburg Calypso concentrates on quality and more niche market products.

"Locals and air travellers who come here are not looking for souvenirs. Bermuda can't survive as a mass market destination, it needs to have a niche market," he said.

Company buyer Mrs. Gartside added: "The main problem is there is a lot of (customer) money leaving the Island and we have to bring it back. We are looking to bring brands that are not just American but also European, because most people do not go to Europe shopping."

Calypso bangs the retail drum