L.L.Bean in extensive reimagining of iconic flagship in Freeport, Maine
The second most visited tourist destination in Maine is undergoing a makeover.
L.L.Bean is revamping its 220,000-sq. ft. retail campus in Freeport, Maine to provide a more accessible and immersive shopping experience for customers. The outdoor retailer said major developments are about to get underway, including reinstalling the store’s signature trout pond, which will feature multiple tiers, more viewpoints and enhanced accessibility for better fish watching, as well as overhauling its customer-favorite stream tank with twice as much swimming space for schools of fish and two “viewing bubbles” for customers to watch the action.
Other changes include new first floor entrance and grand staircase, a remodeled kids’ department with a design inspired by a children’s focus group and a customized space that allows for a more interactive, easier-to-shop monogramming experience. A new in-store eatery will be located in a bright, airy space.
In addition, L.L.Bean said it will be expanding Discovery Park to bring more green space to the Freeport campus and enhance the company's outdoor programming.
“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. We’re still committed to that purpose and dreaming bigger than ever before, building a new flagship experience that will lead us into the future while honoring our past – with all the trusted products, tried-and-true service, and outdoor passion that has made L.L.Bean a beloved Maine brand for over a century and counting.”
L.L.Bean, which announced the project in January 2023, has already completed several features of the revamp, including new employee areas which provide natural daylight, new office areas, new break spaces and other accommodations. And a new mechanical penthouse now sits on top of its current building, which has allowed for upgrades in mechanical, electrical, and plumbing systems and sets the foundation for a more energy-efficient flagship building.
“We’re coming to a very exciting juncture in our reimagining, where our vision is coming to life,” said Greg Elder, chief retail officer at L.L.Bean. “This investment is really for the customers and stakeholders who have invested in us. We are rewarding their affinity with an immersive shopping experience that gives them more of what they love about L.L.Bean.”
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 57 stores in 19 states across the United States, along with 22 stores in Japan and 13 stores in Canada, in partnership with Jaytex Group.
