Farewell European fashions and Aston & Gunn. Hello international styles and David Winston.

Clothes shop chain TESS Ltd. is counting on a change of name and a style to turn around the men?s store on the corner of Reid and Queen Streets.

TESS, whose flagship store is the English Sports Shop, re-opened the rebranded store recently and is hoping it will have the same success as its two other rebranded shops ? Lusso, which replaced Archie Brown on Front Street, and Boutique CC, the former Crown Colony shop on Front Street and Bermudiana Road.

Bruce Robinson, divisional merchandise manager for the Group, said Aston & Gunn was closed at the end of August after it was decided that its European merchandise did not appeal to a wide enough clientele.

?Aston & Gunn catered to a small clientele that liked high end European fashions that were very expensive,? he said.

?To be in the marketplace where the TESS wants to be in, new merchandise was required.

?A complete change allowed us to achieve our new concept quickly and David Winston was born.?

David Winston has shed Aston & Gunn?s reliance on European couture for young men aged between 25 and 35 and will seek brands from all over the world including North America, the Caribbean and South America, a recognition that Bermuda has become more cosmopolitan.

?All our merchandise is new, the pricing levels are more competitive and the fit will be more a relaxed fit but still fashionable,? he said.

Mr. Robinson was given the job to implement these changes and introduce new buying strategies.

With the help of Chris Creamer, the general manager/buyer for David Winston, Mr. Robinson travelled to the UK, US and Canada to find manufacturers of better quality brands for men aged between 25 and 65. He said the store was aiming to appeal to people who did not want to be on the cutting edge of fashion, but still wanted to be stylish.

Mr. Creamer said: ?Look how cosmopolitan Bermuda has become, people don?t want purely want European fashions.

?We are an international Island so we need to look at international brands.?