L.L. Bean announces first US retail partnership to increase consumer base

Thursday, Jul 23, 2020

L.L. Bean is pushing to get their products in front of more customers by partnering with Nordstrom, Staples and SCHEELS. This venture strays away from the retailer’s typical business model which includes direct-to-consumer catalog sales and in-store sales. L.L Bean’s partnership will allow them to sell their products in these US stores while expanding their marketplace.

L.L. Bean has already launched backpacks and water bottles in more than 1,000 Staples stores. This coming fall, the retailer will introduce their gear in half a dozen SCHEELS stores and 20 Nordstrom stores. These stores will offer brand-named classics such as boots, flannels and fleeces.

This strategy gives L.L. Bean the ability to be a part of more physical locations across the US, without having to open stores in those markets. It allows them to test out the waters to see if certain regions would be ideal for L.L. Bean’s target market. The brand is heavily focused on growing its own locations as well and will continue opening stores in areas where they see fit.

“Despite online sales growth, most retail sales in the U.S. are still made in bricks and mortar stores, said Charlie Bruder, L.L. Bean’s Vice President for Merchandising.

Bruder believes in the power of the L.L. Bean brand name and the idea that they can win over customers for life. The key to this initiative with their first three US partnerships was finding retailers that match their brand’s values and philosophies. They believe Nordstrom, Staples, and SCHEELS do just that.

“When people come into our stores, our staff is incredible. There’s no substitute for that,” Bruder said. “We want to continue to have a thoughtful expansion plan.”

Source: L.L. Bean Inks US Partnership – AP News
Photo Credit: L.L. Bean – Store Locations

About L.L.Bean, Inc.
L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. L.L.Bean is a family-owned Maine company, led by Executive Chairman, Shawn Gorman, the great grandson of Leon Leonwood Bean, and Stephen Smith, President and CEO. While its business has grown over the years, L.L.Bean continues to uphold the values of its founder, including his dedication to quality, customer service and a love of the outdoors. In the past ten years, L.L.Bean has provided over $30 million to non-profit organizations. L.L.Bean currently operates 54 stores across the United States and 28 stores in Japan. The 220,000-sq. ft. L.L.Bean retail store campus in Freeport, ME, is open 24 hours a day, 365 days a year and welcomes more than 3 million visitors every year. L.L.Bean can be found worldwide at, Facebook, Twitter, YouTube, Pinterest, and Instagram.

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Article Topics: Brick and Mortar | Growth | LL Bean

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