L.L.Bean

L.L.Bean

Company type	Private
Industry	Retail
Founded	1 January 1912 (1912-01-01) in Freeport, Maine, United States
Founder	Leon Leonwood Bean
Headquarters	Freeport , United States
Area served	United States, Japan, Canada, United Kingdom
Key people	Shawn Gorman (Chairman), Stephen Smith (CEO)
Products	Apparel, outdoor recreational gear, boots, firearms, backpacks, tents, clothing
Number of employees	Over 450 (at Brunswick facility in 2016)
Website	llbean.com

L.L.Bean is a privately owned American retailer established in 1912 by Leon Leonwood Bean. Headquartered in its founding city of Freeport, Maine, the company focuses on apparel and outdoor recreational gear.

History

Founder Leon Leonwood Bean (1872–1967)

Former L.L.Bean location at The Mall in Columbia, circa 2009

The origins of L.L.Bean trace back to 1912 when hunter and fisherman Leon Leonwood Bean launched the business in Freeport, Maine. Initially operating from a single room, the enterprise sold just one product: the Maine Hunting Shoe, commonly referred to as duck boots, later known as Bean Boots. Bean created a waterproof boot featuring lightweight leather uppers combined with rubber soles, targeting hunters. He compiled a mailing list of nonresident Maine hunting license holders, crafted a detailed mail-order brochure, set up shop in his brother’s basement in Freeport, and initiated a nationwide mail-order operation. The first hunting boots were stitched by Gertrude Goldrup; her sewing machine is now exhibited at the flagship store.

By the end of 1912, the Bean Boot was being marketed through a concise four-page mail-order catalog and has since become emblematic of the company’s outdoor heritage. Early production flaws caused nearly 90% of the initial batch to be returned; however, Bean honored his refund policy, improved the design, and resumed sales.

In 1934, L.L. Bean assumed the roles of President and Treasurer; Carl Bean was appointed Vice President and assistant treasurer; Jack Gorman (Bean’s son-in-law) became Vice President and clothing buyer; Warren Bean took on the position of clerk.Template:Fix/category

Company gross revenues reached $1 million by 1946, grew to $3.8 million in 1966, increased further to $20.4 million in 1974, and climbed to $237.4 million by 1984.

The sprawling 220,000 sq ft (20,000 m²) L.L.Bean retail complex in Freeport operates around the clock every day of the year.

As of February 26, 2024, L.L.Bean ceased all mail-order operations and transitioned exclusively to online and telephone sales.

Leadership

Following the passing of Leon L. Bean in 1967, leadership of the company was taken over by his grandson, Leon Gorman, who directed the business until 2001. At that point, Gorman transitioned to the role of chairman, and Christopher McCormick became CEO, marking the first time a non-family member held this position. On May 19, 2013, Shawn Gorman, a great-grandson of the founder and aged 47 at the time, was appointed chairman of L.L.Bean. After Leon Gorman's death in 2015, the company contributed $125,000 toward a newly established scholarship fund at Bowdoin College, his alma mater—an amount equivalent to approximately two and a half years of tuition.

In November 2015, Stephen Smith was appointed CEO, representing a historic moment as the first individual hired from outside the company in its 103-year history.

List of chairmen

1. Leon Gorman (2001–2013)
2. Shawn Gorman (from May 2013 onward)

List of CEOs

1. Leon L. Bean (1912–1967)
2. Leon Gorman (1967–2001)
3. Christopher McCormick (2001–2015); notably the first CEO from outside the family
4. Stephen Smith (appointed November 2015)

Product line

The company offers a diverse selection of hiking, weather-resistant, and various utility boots, alongside other outdoor gear including firearms, backpacks, and tents. Additionally, it manufactures an extensive range of clothing.

L.L.Bean acquires its merchandise both domestically in the United States and internationally. A significant portion of the products are produced outside the U.S., with many manufactured in China.

By 2016, the facility located in Brunswick, Maine employed over 450 workers who handcrafted items such as the Maine Hunting Shoe, L.L.Bean Boot, Boat and Totes, dog beds, leather accessories, and backpacks.

In the year 2000, L.L.Bean formed a collaboration with Japanese car manufacturer Subaru, becoming Subaru's official outfitter. This partnership led to the creation of L.L.Bean edition models of the Subaru Outback and Subaru Forester for the American market. These L.L.Bean trim packages represented premium configurations with most optional features included as standard. The alliance with Subaru concluded in June 2008. Later, in 2010, L.L.Bean launched a modern sub-brand named L.L.Bean Signature. This line reimagines classic L.L.Bean products by incorporating contemporary fits and styles.

Retail outlets

An L.L.Bean location at Ross Park Mall in Pittsburgh

Performance by Rockapella during the L.L.Bean Summer Concert Series, July 2003

Bust of founder Leon Leonwood Bean displayed outside the flagship store

In addition to various retail and outlet locations, L.L.Bean operates its flagship store situated on Main Street in Freeport. This primary store, which first opened its doors in 1917, was continuously open around the clock from 1951 until 1962, when changes to Maine’s blue laws mandated closing hours; however, a subsequent town vote reinstated the store’s 24-hour accessibility. The flagship has temporarily closed on several notable occasions, including to honor the passing of U.S. President John F. Kennedy in 1963, founder Leon L. Bean in 1967, and his grandson Leon Gorman in 2015. Amid the global COVID-19 pandemic, all L.L.Bean retail locations were closed indefinitely beginning at midnight on March 17, 2020—the first instance of closures exceeding a single day in the company’s history. Store reopenings commenced in May 2020 with new safety protocols in place.

L.L.Bean has made significant contributions to both visitors and local residents of Freeport through initiatives such as its Outdoor Discovery Schools, festive Christmas light exhibitions, and the Summer Concert Series. This concert event has featured performers including Grace Potter, Lake Street Dive, Edwin McCain, Great Big Sea, Buckwheat Zydeco, and Rockapella.

The company launched its inaugural outlet store in North Conway, New Hampshire in 1988. By 2024, L.L.Bean operates 60 retail locations across 19 U.S. states, alongside 22 stores in Japan and 13 outlets throughout Canada. Additionally, its products are available through approximately 200 partner retailers, including prominent department stores like Nordstrom.

In March 2018, L.L.Bean introduced its first urban retail presence with an 8,600-square-foot (800 m²) store located within Boston’s Seaport District. This location serves as a prototype for future urban expansions and offers merchandise curated specifically for the local community.

November 2019 marked the announcement of L.L.Bean’s entry into the United Kingdom market.

In February 2025, demolition began on sections of the Freeport flagship store as part of a comprehensive $50 million renovation project scheduled for completion by fall 2026.

Returns policy

Since its inception, L.L.Bean offered an unlimited return policy, enabling customers to send back products they were unhappy with at any time, even if they lacked a purchase receipt. However, on February 9, 2018, the company announced a revision to this policy, restricting returns to within one year of the purchase date and requiring a receipt or valid proof of purchase. L.L.Bean explained that certain customers had exploited the previous policy by returning goods bought from yard sales or third-party sellers, or by treating the policy as a lifetime replacement for items showing normal wear. The company also indicated that it retains the authority to refuse returns from individuals who frequently return merchandise.

International expansion

L.L.Bean has extended its presence internationally, particularly in Japan and Canada. Its entry into Japan began in 1976 when L.L. Bean bags were introduced at American Life Shop BEAMS located in Tokyo's Harajuku district. The brand launched its first Japanese retail store in November 1992 and had grown to 28 locations across the country by November 2018. Subsequently, L.L.Bean entered the Canadian market by launching an e-commerce platform in 2018 under a licensing agreement with Toronto-based Jaytex Group, with expansion managed by Brokerage Oberfeld Snowcap. The first Canadian physical store opened in 2019 in Oakville, Ontario, and by the close of 2021, at least eight stores were operational, with plans for an additional 20 outlets.

In 2020, L.L.Bean further expanded its retail footprint in Ontario, opening stores at locations including Ottawa's Train Yards, Barrie's Georgian Mall, and Vaughan Mills.

By 2021, new outlets were established at Toronto's Shops at Don Mills, Dartmouth Crossing in Halifax, Nova Scotia, Deerfoot Meadows retail centre in Calgary, Alberta, and two stores in British Columbia—one situated in Victoria's Mayfair Mall and another at The Amazing Brentwood in Burnaby. The following year saw five more openings across Ontario: at The Boardwalk in Kitchener, Cataraqui Mall in Kingston, Canada One in Niagara Falls, as well as new locations in Moncton’s Champlain Place (New Brunswick) and West Edmonton Mall (Edmonton, Alberta).

Political controversy

In January 2017, political activists initiated a boycott targeting the company following revelations that Linda Bean, a board member and descendant of founder Leon Leonwood Bean, had contributed US$60,000 to a political action committee backing Donald Trump's 2016 presidential bid. There were claims suggesting that this donation might have violated legal regulations. In response to boycott demands, Trump tweeted his support for Linda Bean, stating, "Thank you to Linda Bean of L.L.Bean for your great support and courage. People will support you even more now. Buy L.L.Bean." The firm clarified that neither it nor any of its other directors or the fifty additional Bean family heirs had made contributions to Trump. Whether this controversy adversely affected sales remains uncertain, as revenue had been steady before and during 2016 for a second straight year.

Outdoor Discovery Schools

L.L.Bean offers educational programs linked to many of its retail locations, designed to nurture the outdoor passions of its clientele. Participants can enroll in various outdoor experiences, with all necessary gear and expert guidance supplied. Available activities encompass archery, clay shooting, fly casting, and sea kayaking. There are also advanced-level courses that require prior reservation. During the months from December through March, options like Snowshoeing and cross country skiing are provided. Fly casting, kayaking, and stand-up paddleboarding are offered at all other retail outlets.

In popular culture

The L.L.Bean Bootmobile seen in Freeport, Maine, July 2012

• The Netflix series Luke Cage makes a reference to the company’s renowned return policy in Season 1, Episode 3. The character Cornell "Cottonmouth" Stokes (Mahershala Ali) remarks, "There ain't no return policy, this ain't L.L.Bean."
• In the Netflix show Unbreakable Kimmy Schmidt, the character Jacqueline Voorhees (Jane Krakowski) humorously compares the protagonist to "a model for L.L.Bean’s performance fleeces" during Season 2, Episode 3.
• The Official Preppy Handbook, which explores upper-class and upper-middle-class American lifestyles, labels L.L.Bean as "nothing less than Prep mecca."
• Renowned author Hunter S. Thompson mentioned wearing L.L.Bean shorts in several works, most notably during the "Wave Speech" featured in chapter eight of Fear and Loathing in Las Vegas.
• The 1990 novel I'll Take It by Paul Rudnick tells a comedic story about a Long Island mother who takes some of her children on a fall shopping journey across New England, culminating at L.L.Bean. The plot reveals her intention to rob the store to finance new furniture for her and her husband's retirement.
• The blog Your LL Bean Boyfriend showcases male models from the L.L.Bean Catalog accompanied by captions depicting what an ideal boyfriend might say.
• In the 1988 movie Beetlejuice, the interior designer character Otho exclaims "Ooo. Deliver me from L.L.Bean!" while inspecting a severely outdated home.
• Alfred Gingold’s Items from Our Catalog serves as a satirical take on the L.L.Bean catalog.
• In the episode "Nothing to Fear" from the Muppet series Bear in the Big Blue House, Bear receives a skunk clock sent by a parody company named "L.L. Bear."

General and cited references

• Abelson, Jenn (September 1, 2006). "L.L. Bean Resumes Expansion Efforts After Six Years". The Boston Globe. Retrieved 2008-08-09.
• "#259 LL Bean Ranking". The Largest Private Companies List. Forbes. November 9, 2006. Retrieved 2007-09-26.
• Gorman, Leon (2006). L.L.Bean: Crafting an American Iconic Brand. Harvard Business School Press. ISBN 1-57851-183-6.
• Montgomery, M.R. (1984). L.L.Bean: A Quest Explored. Little Brown. ISBN 0-316-57864-9.
  • Lehmann-Haupt, Christopher (16 November 1984). "A Review of In Search of L.L.Bean by M. R. Montgomery". The New York Times.
• Montgomery, M. R.  (December 27, 1981 ). "L.L.Bean's Marketing Mastery ". The Boston Globe. Retrieved 2008-08-09 . {{cite news}}: Check date values in: |access-date= and |date= (help); no-break space character in |access-date= at position 11 (help); no-break space character in |date= at position 18 (help); no-break space character in |first= at position 6 (help); no-break space character in |title= at position 29 (help); no-break space character in |url= at position 59 (help)
• Reidy , Chris  (July 28, 2000 ). "A Journey of Discovery ". The Boston Globe. Retrieved 2008-08-09 . {{cite news}}: Check date values in: |access-date= and |date= (help); no-break space character in |access-date= at position 11 (help); no-break space character in |date= at position 14 (help); no-break space character in |first= at position 6 (help); no-break space character in |last= at position 6 (help); no-break space character in |title= at position 23 (help); no-break space character in |url= at position 63 (help)
• Sharp , David  (March 14, 2011 ). "L.L. Bean Ends Two Years of Declining Sales ". ABC News . Associated Press. Retrieved November 29, 2011 . {{cite news}}: Check date values in: |access-date= and |date= (help); no-break space character in |access-date= at position 18 (help); no-break space character in |date= at position 15 (help); no-break space character in |first= at position 6 (help); no-break space character in |last= at position 6 (help); no-break space character in |title= at position 44 (help); no-break space character in |url= at position 54 (help); no-break space character in |work= at position 9 (help)

External links

• Official website