First Look: Camp L.L. Bean store opens in Maine
L.L. Bean is offering customers a unique shopping experience while it ramps up the re-boot of its flagship store in Freeport, Maine.
The century-old, iconic outdoor apparel and gear retailer has opened an interim store, billed as “Camp L.L. Bean" that’s designed to look like a massive camping tent on the outside. The inside is a fully functioning L.L. Bean store, and is stocked with 5,565 products.
With the majority of the flagship store moving into the final phase of construction, Camp L.L. Bean will serve as the temporary home for men’s, women’s and kids' apparel, and outerwear. Upon entering, customers will find a climate-controlled retail venue designed to replicate the quintessential L.L.Bean shopping experience.
Modeled on L.L. Bean’s Acadia 8-Person Cabin Tent, the interim space was built in partnership with Arena Americas, a special events installation company.
“While we ramp up the greatly anticipated re-boot of our Flagship store, we wanted to offer customers a memorable, interim shopping experience that captured the heart and heritage of L.L. Bean,” said Greg Elder, chief retail officer at L.L. Bean. “So, we decided to build our biggest tent ever and invite customers to go camping with us as they have done through our products for 114 years.”
Flagship Revamp
L.L. Bean noted that its Freeport flagship attracts more than 3 million visitors annually and is the second most visited tourist destination in Maine. As part of the revamp, the retailer is building a new first floor entrance and grand staircase designed to welcome customers into an immersive shopping experience.
The store's iconic trout pond is being reimagined and enlarged with multiple tiers, more viewpoints and enhanced accessibility for better fish watching. The customer-favorite “stream” tank will feature twice as much swimming space for schools of fish and two viewing bubbles to accommodate fish fans of all ages.
Other new elements will include:
- An in-store eatery featuring a menu full of favorites in a bright, airy space with seating.
- A custom shop with expanded monogramming and engraving personalization options for a more interactive and easier-to-shop experience.
- A remodeled kids’ department with a design inspired by a children’s focus group.
- The flagship will also offer immersive experiences for the customer and expand community engagement opportunities.
“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,” said Shawn Gorman, executive chairman of L.L. Bean. “But he knew what he wanted it to be: A place that strived to bring customers in, for the purpose of helping them get right back outside. Camp L.L. Bean does just that as we dream bigger than ever before, building a new flagship experience that will lead us into the future while honoring our past.”
L.L. Bean operates 60 stores in 19 states across the United States, along with 22 stores in Japan and 13 stores in Canada, in partnership with Jaytex Group.