With Americans thirsting to get outdoors during the pandemic, L.L.Bean recorded its best annual sales growth in nearly a decade. Annual net revenue totaling $1.59 billion, a 5 percent increase over 2019, its best showing since 2011.

The outdoor retailer attributed the gains to the resurgence of outside activities during the pandemic, combined with L.L.Bean’s advancements over the past several years to further its omnichannel presence. In recognition of these results, L.L.Bean’s Board of Directors approved a performance bonus of 10 percent of annual pay to approximately 4,600 eligible employees, as well as an additional 401(k) contribution of 8 percent.

“This past year redefined our lives in many ways, and our company’s purpose took on new importance as a record number of people turned to the outdoors for respite,” said L.L.Bean’s president and CEO Stephen Smith in a statement. “I was continually inspired by the resilience, agility and care exuded by our employees throughout a year of change and challenges. Despite retail locations being closed for ten weeks, thanks to our dedicated teams and our omnichannel advancements, we were still able to provide customers with the apparel, goods and gear they needed whether for inside comforts or outside connections.”

During the pandemic, L.L.Bean closed all its stores for 100 days but online and catalog sales remained strong, Smith told the Associated Press (AP). In May and June, bikes, canoes, kayaks, outdoor furniture, and hammocks saw outsized demand to revive sales. Comfort items like slippers, pajamas and loungewear were also “right in line with the consumer psyche,” Smith said. L.L.Bean acquired 1 million new customers during the pandemic, he estimated.

Smith credited his staff for helping drive the strong performance. He told AP, “They were resilient, resourceful and innovative. We took care of them from a safety perspective, and they took care of our customers.”

The company also saw solid growth from its market in Canada and wholesale arrangements with Zappos, Nordstrom, Staples, and Scheels, Smith said. The retail partnerships marked the first wholesale partnerships in company history.

Other highlights of 2020 included the launch of the brand’s first collaboration with menswear designer Todd Snyder and its international footprint with four new store locations in Canada.

Throughout 2020, the company also remained committed to its stakeholder philosophy, making notable strides to continue supporting employees, customers, communities and advancing its sustainability efforts.

“The belief in the renewing power of time spent outside was the reason my great-grandfather created this company,” said Shawn Gorman, the company’s executive chairman, in a statement. “This belief, with our commitment to putting people first, has served as our guideposts over the past 108 years. And this year was no different. On behalf of our family and Board of Directors, I want to thank our employees for their dedication not only to our organization but to our stakeholders and their needs in 2020.”

The company continues to see strong sales this spring, and the brand expects outdoor recreation to continue to enjoy a boost after the pandemic is over. Gorman told AP, “People’s habits have been reshaped. It’s that realization that time outside has that restorative power that’s so necessary for this time of high anxiety and high stress.”

Additional highlights from the year include:

Caring For Communities:

  • Manufactured 350,000 face coverings and 500,000 face shields for MaineHealth and Flowfold, respectively;
  • Packed and distributed one million pounds of food for Mainers in need, in partnership with Good Shepherd Food Bank; and
  • Pledged $1.23 million to United Way from L.L.Bean and 1,275 employees.

Investing In Outdoor Access:

  • Donated $6 million to 100+ outdoor and community organizations to advance outdoor access for all, including multi-year partnerships with the National Park Foundation and The Trust for Public Land;
  • Launched Green Hour, a six-month program of 48 activities to help kids break from ‘screen time’ for ‘green time’ in partnership with the National Wildlife Federation; and 
  • Launched DEI Programming, audited practices and invested in organizations to advance equity and workplace diversity

Caring For Employees:

  • In recognition of its financial performance, it invested in incremental employee benefits, including a discretionary cash bonus, enhanced 401(k) contributions, and holiday gifts totaling $72 million;
  • Invested an additional $10 million in extended paid time off and increased pay for front-line workers in response to Covid-19;
  • Worked to safeguard employees by investing $1.5 million to implement new workplace and safety protocols across its retail, warehouse and fulfillment center locations; and
  • Supporting employees with 10,000+ paid hours spent outside for L.L.Bean Outdoor Experience Days.

Inspiring and Enabling Customers:

  • Equipped customers for new adventures all year, with 83 percent growth in water sports equipment and 49 percent growth in winter sports equipment over last year;
  • Ensured customers were comfortable at home with 42 percent sales growth in slippers (one pair sold every minute for the past six months), 54 percent growth in sleepwear and 97 percent growth in outdoor furniture;
  • Held Outdoor Discovery Programs for 26,639 participants nationwide with adjusted operations following COVID-19 protocols;
  • Brought COVID-19 safe pop-up shopping experiences to 25 cities and 15,000 customers;
  • Launched four wholesale partnerships with Nordstrom, Zappos, Staples, and Scheels, putting L.L.Bean in 1,200 more stores and online channels and providing customers access to its products; and
  • Experienced the strongest holiday season in 20 years for November/December peak season.

Natural Environment:

  • Committed to increasing the use of sustainable materials in line with its 2025 sustainability goals;
  • Uses responsible cotton in 100 percent of its cotton products;
  • Uses recycled polyester in 100 percent of its apparel;
  • Uses recycled nylon in 70 percent of its apparel;
  • Committed to decreasing waste and creating greener designs by reducing its U.S.-owned and controlled Greenhouse Gas (GHG) emissions by 50 percent by 2025;
  • Recycled 84 percent of waste produced in its Maine manufacturing facilities; and
  • Donated 88 tons of returned items to Goodwill for resale and recycling.

For the company’s complete 2020 Year-In-Review, go here.

Photo courtesy L.L. Bean