A.S. Cooper's has opened a new store dedicated to its men's clothing lines on Front Street.

Chief executive officer Peter Cooper gave The Royal Gazette a sneak preview prior to the grand opening on Wednesday.

"It really is exciting," he says, pointing out how the spacious layout allows you to see more of the merchandise.

Staff are currently laying out the colourful summer lines.

It's not the only renovation project that Cooper's has recently undertaken. They have renovated two new stores in the Fairmont Southampton hotel and will be taking over the old Calypso store at the Hamilton Princess.

The renovation of the former Smugglers Reef building has taken about a year. Mr Cooper says that their landlords, Pembroke Stores Ltd. has done a major renovation to get the building "up to code".

Coopers were responsible for the ceilings, the floors and the fixtures. They have relocated their entire men's department to the new location opposite the ferry terminal. According to Mr. Cooper, all the staff from the men's department in Cooper's main store will be moving here and more.

Asked how long it will be before the store breaks even in terms of repaying the capital outlay, Mr. Cooper says: "I'd like to think that it will be a year to a year and a half."

The store has a modern design with stylish wooden flooring and up-to-date fixtures which in many cases were supplied by the designers on display such as DKNY, Tommy Hilfiger and Ralph Lauren.

Also adding to the atmosphere is a music system playing recent hits, as opposed to the "elevator music" that some other stores tend to play.

A large portion of the front of the store is devoted to the Polo Ralph Lauren range. Cooper's is the exclusive agents in Bermuda and the new store allows them to imitate the classy merchandising which Ralph Lauren stores are renowned for.

The store also features expansive changing rooms - and comfy chairs for wives and girlfriends to relax in while their other halves try on the latest fashions.