First Look: L.L.Bean unveils rebooted flagship in Maine
L.L.Bean has completed its years-long, $50 million renovation and reimagining of its iconic flagship and the surrounding campus in its hometown of Freeport, Maine.
After closing for nearly two years, the 150,000-sq.-ft. store will reopen with a series of six celebratory weekends starting with the grand opening of Sept. 18-20. This will be followed by five themed weekends of activities, concerts and one-of-a-kind experiences designed to showcase new and improved features and welcome customers back to the beloved store, L.L.Bean said.
The re-opening comes as the outdoor apparel and gear retailer is expanding to new markets. It plans to open eight stores in 2026, including its first-ever locations in Alabama and Tennessee.
[READ MORE: L.L.Bean details store expansion for 2026 — here's where]
The flagship and campus are designed to immerse customers in the outdoor lifestyle inspired by Maine and surround them with the products designed to enjoy it. “Heritage” moments throughout the space celebrate signature Bean products such as the Bean Boot, as well as the flagship through its various eras. (The company founded by Leon Leonwood Bean in 1912 selling the "Maine Hunting Shoe" by mail order from his brother’s basement. The first store opened in 1917, above the post office in Freeport.)
A new first-floor primary entrance centered by a grand staircase welcomes customers into the elevated shopping experience. A two-tiered trout pond, twice the size of the previous one, fronts the grand staircase with more viewpoints and better accessibility.
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(Image courtesy of L.L.Bean) -
(Image courtesy of L.L.Bean) -
(Image courtesy of L.L.Bean) -
(Image courtesy of L.L.Bean) -
(Image courtesy of L.L.Bean)
Other features include:
•A new stream tank with twice the space for fish and more accessible “viewing bubbles” to accommodate fish fans of all ages;
•An all-new custom shop with expanded monogramming, engraving and embossing options for a more interactive and easier-to-shop experience;
•An enlarged 1912 Café with “tastier” menu options;
•A remodeled kids’ department inspired by a children’s focus group and designed to keep the camp vibes going;
•An expanded Discovery Park, the center of the Flagship campus, adds green space and enhances Bean’s outdoor programming.
“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. “We know our customers share our anticipation and we can’t wait to see the store come to life in September with their return.”
Boston-based Arrowstreet is the design consultant on the project, and WBRC, based in Bangor, Maine, is the architect and engineer of record.
L.L.Bean operates 73 stores in 20 states across the U.S., along with 18 stores in Japan and 16 stores in Canada, in partnership with Jaytex Group.
