Trend setters will be able to get the latest in hat and cap fashion at a new store that has just opened in St George’s.Lidz, which is run by owner Giovanna Morelli and her husband Declan Harris, who have been in the retail and wholesale business for more than 15 years, is a twist on the US franchise Lids carrying much of the same merchandise with a direct link to numerous American suppliers.The store, which is located at 109 Mullet Bay Road, stocks everything from New Era Fitted Caps costing between $35 and $45 to the popular 59 Fifty fitted caps, as well as the retro/throwback 9Fifty snapback. The full range of 9Fifty hats will be available at the beginning of next month. Included in this line are the Monster hats and the D&C labels.It also carries ‘trucker’ snapback hats in addition to a range of Ivy hats, Abercrombie and Fitch and Hollister.Urbanwear will also be available from sneakers to jeans to t-shirts and dress shirts.The Dr Dre Headphone series made by Monster - currently the best selling headphone in North America - will also be on offer, as well as seasonal items such as football boots and jerseys for children and adults, and schoolbags, school shoes and toys for the holiday season.Ms Morelli said that her target market was men aged 18 to 35, although many females and younger children had visited the store which opened last month.“We have observed the continued success of other urban stores such as Choices and New Life in Hamilton,” she said. “Those two owners have worked extremely hard to build their clientele and keep up with an ever-changing market.“We offer something just a little different than them without creating direct competition. We believe that there is enough of a market for all of these entities to thrive.”And being based in St George’s means lower overheads compared to their competitors in Hamilton and despite being off the beaten track, Ms Morelli hopes it will draw a big crowd.“We have a specialty product outside of town,” she said. “We are hopeful that customers will take a drive and stop in. The St George’s market alone will not sustain it. It is however the only store of its kind in the surrounding area.“It certainly goes against the current economic climate and retail trends, but we believe that we are filling a gap.”As an experienced wholesale supplier of number of years to a variety of businesses on the Island and a peddlar, the pair are still getting a feel for the market demands and plan to have a website up and running by early June for local online shopping, post and or delivery to homes and businesses.“One satisfied customer at a time is our motto,” said Ms Morelli. “There is a great deal of truth in ‘a satisfied customer is a return customer’.”