Outdoor retailer L.L.Bean announced the opening of four new retail stores in 2024, signaling its continued dedication to brick-and-mortar retail as part of its omnichannel growth strategy.
The locations include:
- Ulster Crossing, Ulster, N.Y. (May 10).
- Silver Spring Square, Mechanicsburg, P.A. (Fall 2024).
- Brookside Plaza, Enfield, C.T. (Fall 2024).
- Rivers Edge, Indianapolis, I.N. (Fall 2024).
This comes in addition to the 2023 opening of two new stores in the U.S., while its Canadian licensing and operating partner, Jaytex Group, opened the brand’s first two stores in Quebec, Canada.
L.L.Bean is already seeing strong sales performance at its newest store in Ulster, N.Y.. Since opening in May, this location has exceeded sales projections driven by high demand for its summer assortment. The store has welcomed more than 25,000 customers since opening, underscoring the importance of physical locations in the company’s omnichannel growth strategy. This strategy specifically aims to increase accessibility to the brand through retail stores, e-commerce, wholesale, partner and experiential channels.
“Our four 2024 store openings represent a significant step forward in our commitment to making L.L.Bean’s exceptional outdoor gear, apparel and footwear accessible to a broader audience,” said Greg Elder, L.L.Bean’s chief retail officer. “As we continue to expand our retail footprint beyond New England, we are eager to strengthen our connection with customers and communities across the country, enabling more people to experience the restorative power of time outside.”
L.L.Bean is planning additional retail expansion in 2025, targeting high-growth opportunities in the southeast and midwest. The company’s commitment to the retail experience is further exemplified by the $50 million reimagining of its flagship campus in Freeport, Maine, the second most visited tourist destination in the state. Once complete, the flagship campus will more fully activate on the company’s purpose of enabling people to experience the restorative benefits of being outside with a more immersive customer experience, expanded community engagement opportunities and upgraded back-of-house functions. The investment also fortifies the company’s commitment to its hometown of Freeport.
“As we continue to increase our retail presence in 2024, we’re strategically positioning L.L.Bean for sustained growth, ensuring that we continue to reach more customers in more geographies,” said Stephen Smith, L.L.Bean president and CEO. “This expansion plan will not only strengthen our national footprint, but it is also a pivotal step in reinforcing L.L.Bean’s position as a leader in the retail space and outdoor industry.”
