“We can’t wait to unveil for our customers and our community a Flagship for the next century,” said chairman and great-grandson of company founder L.L. Bean, introducing the company’s new flagship store in Freeport, ME
Courtesy of L.L.Bean
L.L.Bean celebrates the grand opening of its Freeport, ME flagship store today. Seven years and $50 million in the making, the “rebooted” store now spans 150,000 square feet, featuring an entrance hall with a trout pond, a fish tank “bubble,” a grand staircase to the second floor, an enlarged in-store café, a remodeled kid’s department with play area and a new custom shop for personalized monogramming.
Outside, the company has expanded the Discovery Park, adding walkable greenspace and a setting for outdoor programs, like the free kickoff concert this evening featuring country music singer-songwriter Kip Moore. Over the next five weekends, the celebrations will continue, ending with a free Wallflowers concert on October 23 and a Boston Red Sox experience on the 24th and an appearance by Portland’s Hearts of Pine soccer team on Sunday, October 25.
Yet the flagship’s reopening is more than just a milestone for the company—it powers L.L.Bean’s long-term retail ambitions and bolsters the company’s position as one of the most important privately held brands headquartered in the state.
“Maine is intrinsic to who we are, and the Flagship has been at the heart of Freeport for more than 110 years,” shared CEO Greg Elder. “This reopening represents a significant investment in our customers, our state, and the next chapter of L.L.Bean in Freeport where we welcome more than 3 million visitors annually.”
L.L.Bean’s Regional Impact
In the short term, the grand opening festivities are sure to give the Maine economy a boost. After Acadia National Park with 4 million visitors last year, the Freeport flagship is one of Maine’s most important tourist destinations. In 2025, Maine attracted some 14.2 million visitors, meaning more than one-fifth made tracks to the flagship store, which continues to remain open 24 hours a day, 365 days each year.
During the seven-year reboot, the company kept its doors open 24/7, but with limited selling space, including operating under a 30,000-square tent for two years. Now the company expects the flagship to resume its role as a major draw for both local and out-of-state guests.
“We’ve created a place that celebrates our heritage and showcases the innovation of our outdoor inspired assortment, while giving people new reasons to visit and stay longer,” Elder stated.
Going Beyond Maine’s Borders
L.L.Bean’s impact extends well beyond Freeport. The privately held retailer generated $1.7 billion in sales last year across 72 stores in 21 U.S. states, 37 in Canada, 18 in Japan and with a rapidly growing channel of independent specialty retail stores and e-commerce platforms. In Maine’s roughly $7 billion retail economy, L.L.Bean is a major player—a big fish in a little pond.
However, at the national level, L.L.Bean competes in a $58 billion retail sporting-goods market against significant competitors including REI, Cabela’s, Bass Pro Shop, Dick’s and Academy Sports. The rebuilt flagship is designed to strengthen the brand’s competitive edge and its long-term commitment to experiential retail.
“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,” Shawn Gorman, board chairman and great-grandson of L.L. Bean, said in a statement.
“This is as much as a celebration of his legacy and for Freeport as it is for L.L.Bean. We can’t wait to unveil for our customers and our community a Flagship for the next century,” he continued.
Year Of Pivotal Change
The flagship reopening is only the most visible sign of a deeper transformation. The year has been marked by major change: new leadership, a rebuilt loyalty programs and aggressive retail expansion. All of which repositions the company for its next hundred years.
It began the year by appointing Greg Elder as the company’s next president and CEO after ten-year outgoing CEO Stephen Smith stepped down. Elder worked his way up the chain of command over a 20-year career with the company, holding leadership roles in the company’s retail operations. Previously, he worked with Eddie Baur and Dayton Hudson, which became Target.
Elder’s mandate is to continue the company’s evolving role in omni-channel retail, expand its retail presence in new markets and elevate the product assortment, all while preserving the core values that have defined the brand throughout its history: quality craftsmanship, customer service and the company’s commitment to the outdoors.
Regarding the latter, Elder is a particularly strong spokesperson. “We believe time spent outside, especially together, has the power to strengthen our connection to one another and the places around us,” he said.
During the year, the company also rebooted its loyalty program. Besides earning $5 “Bean Bucks” for $150 in purchases and free shipping, members are also awarded one vote for every dollar spent to cast ballots to direct the company’s $250,000 charitable giving commitment for the year—the more one spends, the more votes are accumulated. Recipients of year’s charitable contributions will go to the National Park Foundation, YMCA of the USA, Mental Health America, and the Appalachian Mountain Club, based on the number of votes.
Following last year’s opening of seven new U.S. stores, expanding wholesale partnerships with Free People, Backcountry and 94 other independent specialty retailers and launching on 60 new e-commerce platforms, L.L.Bean will open eight new stores this year.
For a brand built on tradition, L.L.Bean is moving aggressively and confidently into its next century. While preserving the legacy values that define it, the company is preparing for a more competitive and ambitious future—one that extends far beyond Maine’s borders.
See Also:
Leave a comment