L.L.Bean Embarks on 2024 Retail Expansion, Reinforcing Commitment to Omnichannel Growth

Freeport, Maine-based L.L.Bean – the iconic outdoor retailer – announced today 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 company’s 2024 retail store openings include:

• Ulster Crossing in Ulster, NY – opened May 10
• Silver Spring Square in Mechanicsburg, PA – slated to open Fall 2024
• Brookside Plaza in Enfield, CT – slated to open Fall 2024
• Rivers Edge in Indianapolis, IN – slated to open Fall 2024

In 2023, L.L.Bean opened 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.

L.L.Bean is already seeing strong sales performance at its newest store in Ulster, N.Y. Since opening in May, the Ulster 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, which 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 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 Mid-West. The company’s commitment to the retail experience is further exemplified by the $50 million reimagining of its Flagship campus in Freeport, ME – the second most visited tourist destination in the state. Once complete, the iconic 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 112-year-old 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 Chief Executive Officer. “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."

L.L.Bean, which is known for its legendary customer service, is now hiring for full- and part-time positions at each new store location. Interested candidates with a passion for the outdoors are invited to apply at llbeancareers.com.

For more news and updates from L.L.Bean, visit Inside L.L.Bean.