exciting shopping environment for children and their parents.

Buyer for the store, Mr. Somers Cooper said children would want to visit the new floor if only to see the goods on show.

"Kids don't like to shop, but with everything else it will be fun,'' he promised.

Voted "Best in Bermuda'' for Toddler Togs by the Bermudian magazine two years running, Cooper's children's department is now located on the fourth floor in space once used for offices and storage.

Designed on an American system of merchandising similar to that used by the successful chain of GAP stores, the merchandise, says Mr. Cooper, "is cleverly laid out and easily identified by clear bold signage throughout, making it a boom for today's busy parents.'' Every effort has been made to make it a fun place to shop for both parents and children.

And Mr. Cooper said that no other shop could offer the selection and quality at their prices.

"We buy as a conglomerate with other department stores across the US,'' he explained.

"Our clothes are made to order. We buy directly from the factory.'' Asked about competition from other children's stores in Hamilton, Mr. Cooper replied: "We have a better selection of clothing and a larger amount of clothes.

"The labels of clothing that we have are exclusive to us such as "Radishes and Roses'' and "Christopher Rand''.

CHEERS! -- General Merchandise Manager Ms Inara Kalnins and A.S. Cooper and Sons directors Mr. Alex Cooper (centre) and Mr. Wayne Jackson toast the opening of "Kids on 4''.