L.L.Bean reported that it plans to showcase its redesigned flagship campus in Freeport, ME, September 18-20, after a $50 million multiyear renovation, which began in 2023, during which much of the store’s products were moved to Camp L.L.Bean, a 28,000-square-foot, hard-sided “tent” erected in a nearby parking area.
Store updates include:
- A new first-floor primary entrance centered by a grand staircase;
- A two-tiered trout pond, twice the size of the previous pond, fronting the grand staircase with more viewpoints;
- A new stream tank with twice the space for fish and more accessible viewing;
- A new Custom Shop with expanded monogramming, engraving and embossing options;
- A new 1912 Café and menu enlarged to 3,000 square feet;
- A remodeled Kids’ department inspired by a children’s focus group;
- An expanded Discovery Park, the center of the Flagship campus, that adds green space and enhances outdoor programming; and
- A more identifiable Main Street entrance and façade that is better suited for pedestrians.
“Reimagining an icon is an extraordinary undertaking, and the result reflects the passion, creativity and dedication of the team behind it,” said Greg Elder, president and CEO of L.L.Bean, in media release. “We know our customers share our anticipation, and we can’t wait to doubt it will have been worth it.”
“When my great-grandfather, L.L., opened his first retail space above the Freeport post office in 1917, he never imagined what it would become — our home for more than 110 years and the unofficial hub of downtown, welcoming more than 3 million visitors a year,” Shawn Gorman, board chairman and great-grandson of the company’s founder, said in a statement. “This is as much a celebration of his legacy and for Freeport as it is for L.L.Bean. We can’t wait to unveil to our customers and our community a flagship for the next century.”
Image courtesy L.L.Bean
