An Inside Look at an Outdoor Icon
The story of L.L.Bean is ever evolving. But the outdoors has always been at the heart of it. Explore over 100 years of L.L.Bean history in our timeline below.
1911
Leon Leonwood Bean invents the Maine Hunting Shoe.
“L.L.” returned from a hunting trip with cold, damp feet and a revolutionary idea. By combining leather uppers with rubber bottoms, he created an innovative boot that changed footwear forever.
1912
L.L. promotes his boot in a mailer to out-of-state sportsmen.
But L.L. did not meet with immediate success. The bottoms and tops separated, and 90 of the first 100 pairs were returned. L.L. sent refunds, corrected the problem and sent more mailers.
1924
L.L. introduces his iconic Field Coat.
Originally called the Maine Duck Hunting Coat, it was an instant favorite with hunters.
1927
L.L.Bean catalog judged best in the country.
L.L.’s circulars evolved into a real catalog, judged #1 by Postage magazine. L.L. was awarded $25.
1933
Eleanor Roosevelt makes a surprise visit to the Freeport store.
The First Lady proved a tough sell, resisting the impulse to buy fishing boots for her husband. But L.L. wouldn’t let her leave empty handed, presenting her with a trout knife for the president.
1934
Zipper Duffle debuts.
Featuring a breakthrough device called the “hookless fastener” (aka “zipper”), the duffle became an L.L.Bean mainstay.
1937
Despite the Depression, L.L.Bean sales top $1 million.
L.L.Bean didn’t merely survive the Depression – it boomed. Durability had a lot to do with the company’s success, as did the advent of paid vacations and more time spent outdoors.
1944
The Ice Carrier (aka Boat and Tote) launches.
Originally designed to haul ice and wood, the tote’s simple yet timeless design earned it a place as a style icon. Still made here in Maine.
1951
Freeport store opens 24 hours a day.
L.L. came up with the idea to accommodate visiting sportsmen who would drive all night to get an early start the next morning. “We have thrown away the key to the place.”
1951
Ladies’ Department opens.
The women’s showroom opened after L.L.’s daughter-in-law, Hazel, and wife, Claire, convinced L.L. that women needed something to do while their husbands shopped for fishing tackle.
1960
Vintage L.L.Bean snowshoes from the 1960s.
1960
Hand-tied flies and a lure from L.L.Bean’s fishing department in the 1960s.
1965
The iconic Norwegian Sweater first appears.
Inspired by the heavyweight sweaters “used by Norwegian fishermen who require unusual durability and warmth,” the sweaters developed an instant following.
1967
L.L. passes away at age 94.
The company receives 50,000 condolence letters and the store closes in his memory.
1984
Retail Store remodeled – complete with trout pond.
A 25,000-square-foot addition provided more space to showcase the expanding assortment of outdoor gear. The centerpiece was an indoor pond stocked with Maine brook trout.
1992
First L.L.Bean store opens in Japan.
By the early 1990s, busloads of Japanese tourists were making the pilgrimage to Freeport daily. To serve this new market, L.L.Bean opened three retail stores in Tokyo.
1999
First Japanese catalog launches.
2002
L.L.Bean goes online in Japan.
L.L.Bean breaks the language barrier with the launch of its first dedicated international site, letting loyal Japanese customers shop online in their home language.
2012
L.L.Bean celebrates 100 years – and rolls out its first Bootmobile.
For our 100th anniversary, we knew we had to go big. Enter our first Bootmobile, a 20-foot-long rolling replica of our iconic L.L.Bean Boot. We’ve been on the road ever since, bringing the joy of the outdoors to people across the country.
L.L.Bean comes to Canada.
Recognizing that Maine and Canada don’t just share a border, but also a love for the outdoors, L.L.Bean has partnered with Toronto-based distributor Jaytex Group to open over a dozen stores across six provinces. Each location is independently operated by Jaytex, strengthening L.L.Bean’s ties to its Canadian customers – from British Columbia to the Maritimes.
2020
What can we say?
The global pandemic brought about changes and challenges like never before in our company’s history. For the first time ever, we installed locks and closed the doors to our 24-hour Flagship location in Freeport, Maine. Guided by our century-old belief in always putting people first, we immediately halted production of our Bean Boots and Boat and Totes and began making 350,000 face masks for our frontline healthcare community. Our fulfillment center started packing food, instead of flannel, in partnership with local food banks. And, as a record number of people reconnected with the outdoors, we were happy to make their adventures easier, safer, and more comfortable – whether it be an afternoon on the porch, the pursuit of a new outdoor hobby, or an ambitious family hike.
2023
French-Canada gets its own shopping experience.
The L.L.Bean experience gets translated again – this time for the company’s French-Canadian customers – with the launch of a second foreign-language shopping site, a dedicated French-speaking customer service line, and the opening of two Montreal-area stores.
