A new lingerie and 'loungewear' shop just for women is about to open in the heart of Hamilton.

The former flower shop next to Marks and Spencer on Reid Street is to become a "women'secret" shop bringing classic European designs and styles to the Island for women looking for everything from classy lingerie and underwear to sleepwear, loungewear, sports clothes, swimwear and accessories.

Women'secret is a Spanish brand, and Hornburg Calypso has secured exclusive rights to sell its products on the Island.

When it opens later this month it will be the second new store unveiled by Hornburg Calypso since last summer when it brought European women's fashion Sisley to the corner of Front Street and Par-La-Ville Road.

The new shop is being set up next door to Marks and Spencer, which is also known for its instore lingerie/underwear department, and within an easy walk of another clear rival 'Secrets' in Washington Mall.

Isn't Hornburg Calypso afraid its women'secret store will have a tough time challenging such established competitors?

Company buyer Katie Jane Garside said: "We'll be right next to M&S so people can go and check what is one offer and compare between us.

"We knew there was a gap in the market and we needed something that was going to be workable for a woman. It is more than just lingerie and underwear, there is also loungewear, accessories, slippers, things for your hair. It is young contemporary, very feminine and very wearable."

One of the things Mrs Garside thinks will be of particular appeal in the new shop is an almost apothecary-style racking system where different sizes and cuts of bra and other items can be quickly and easily found in an orderly fashion.

The building where women'secret will be is a fairly unique, traditional Bermuda 'house' in the middle of more modern constructions in Reid Street.

"If you look up at it you see it really is an old Bermuda house with its own roof," said Mrs Garside.

Hornburg Calypso chief executive officer Pierre Dutoya said: "It is a major (interior) renovation but we have saved a typical Bermuda house. That is important for Bermuda and the quality of life for people to keep these little bits of architecture.

"Reid Street is becoming nicer looking. I'm against too many banks being created along one street."

Mr. Dutoya said there had been a growing trend for womens' specialty lingerie and loungewear outlets around the world, and so it was decided to bring one of the quality brands to Bermuda. All being well the new store will be open in mid to late January.

The ease with which things can be found in the shop, the wide range of sizes and a main shopping street presence are all factors that will attract customers to the new shop, said Mrs Garside and fellow buyer Jennifer Butterworth.

Mrs Garside added: "It is going to be something different, we are not trying to compete with the stores that exist, such as M&S, Gibbons or Secrets in the Mall."

Asked if there were plans for further expansion of the Hornburg Calypso portfolio of shops, which now features the original Calypso on Front Street, United Colors of Benetton, MaxMara, French Connection, Viola and Sisley, Mr. Dutoya said: "Perhaps within three years we will start to have another thing coming. In business you either progress or regress - we decide to progress."