A new men’s store is to open in Hamilton on Friday.

Waterfront Man will open its doors at 10am in the location of the former AS Cooper’s Man shop at 29 Front Street.

The new shop is owned by the Waterfront Group of Companies.

The Waterfront Group said that the store will be anchored by leading brands such as Polo Ralph Lauren, Peter Millar, Hugo Boss and Helly Hansen.

Waterfront Man’s selection will also be complemented by newer names such as Faherty, Swet Tailor, Rhone, Sail Racing and Psycho Bunny.

The newly renovated, 3,000-square-foot shop also features a hand-picked selection of men’s footwear, accessories, books, gifts and accoutrements along with exclusive wines, spirits and craft beer from Miles Market.

While the merchandise is curated to appeal to today’s man, the Waterfront Group said the decor has an intentional “nod” to Bermuda’s waterfront men of yesterday.

Featured prominently near the Ralph Lauren section is a vintage image on canvas of the Waterfront Group’s former patriarch and treasure diver, Harry Cox, which it said sets the tone for the eclectic collection of photos featuring Bermudians living around and enjoying Bermuda’s waterfront.

Retail industry veteran Somers Cooper, formerly the managing director of AS Cooper & Sons Ltd, is leading the initiative.

He said: “The Waterfront Man concept is built around the needs of our essential local customer. In my experience I have found that if products, brands and aesthetics are designed to be attractive primarily to our local community, it will also be received well by our visitors, especially when we add an authentic Bermudian point of view to the mix.

“The challenge today with the strength of online shopping is to create a shopping experience that appeals to the senses. Look, touch, listen, smell ― it’s a way to connect with a brand which can’t be replicated on the internet. Wrap that up with an exceptional customer service approach and you can compete nose to nose with anyone.”

Will Cox, president of the Waterfront Group of Companies, said: “The Waterfront Group of Companies all come together to represent a lifestyle brand centred around living well.

“We have premier office space, Waterfront residences, a gym and wellness centre, restaurant and grocery store, PW marine and the Waterfront Marina as well as a clothing brand, Vineyard Vines.

“It became evident that there was a void asking to be filled when it comes to men’s fashion currently on the island. While our retail clothing outlet Vineyard Vines has a strong menswear line that is very popular, we realised the apparent lack of other well-known menswear brands available on island.

“Hence, we decided to fill this void and the idea for Waterfront Man was born. The new shop will be a great complement to our Waterfront Group of Companies lifestyle brand. We look forward to offering residents and visitors a top-notch shopping experience featuring well-known brands alongside up and coming brands with a local Bermudian flavour.”

Mr Cooper added: “It is far from ideal to open a brand-new store during the Covid-19 pandemic, but life must go on. We will open our doors but remain vigilant and follow all the health-and-safety guidelines including mask wearing, social distancing and hand sanitising.

“While we do not expect a big crowd given the current circumstances, we will be mindful and manage the numbers in the store to ensure the safety of our customers and staff.”