New England Icon L.L. Bean Eyes National Expansion

L.L. Bean, the Maine-based retailer famous for its boots and backpacks, is opening four new U.S. stores this year and plans to expand into the Southeast and Midwest markets in 2025.

The company had a grand opening of an Ulster, NY store in May. The other three locations are coming to Pennsylvania, Indiana, and Connecticut this fall.

CEO Stephen Smith explained, "We're strategically positioning L.L. Bean for sustained growth, ensuring that we continue to reach more customers in more geographies." He added that it might strengthen the brand’s national footprint and help reinforce L.L. Bean’s position as a retail space and outdoor industry leader.

Greg Elder, Chief Retail Officer, said about the importance of physical stores: "We are eager to strengthen our connection with customers and communities across the country.”

Despite tough times for many stores, described as “significant headwinds across U.S. retail”, L.L. Bean did well last year. The company achieved its third-highest sales mark last year, with $1.7 billion in net revenue. Their “working on multiple fronts” approach paid off, with increased sales in outerwear, sweaters, and denim product categories.

Last year L.L. Bean opened a new Boston area store and Canada location, while also launching a French website for Canadian shoppers. As of 2024, L.L. Bean has 57 stores in the U.S., 13 in Canada, and 22 in Japan.

As part of its growth strategy, L.L. Bean is launching an inclusive sizing program, making outdoor activities accessible to a wider range of body types.

While looking to new areas, L.L. Bean hasn't forgotten its roots. They are making a major glow-up to their Maine flagship store with a $50 million renovation. This large 24/7 all year round store is the second most popular tourist attraction in the state and has real chances to dethrone Acadia National Park.