Leadership

L.L. models his first Maine Safety Hunting Coat in 1917

Leon Leonwood Bean

(1872-1967)
FOUNDER AND PRESIDENT (1912-1967)

“To my mind, hunting and fishing is the big lure that takes us into the great open spaces and teaches us to forget the mean and petty things of life.”

At a glance

Leon Leonwood Bean was born in 1872, in Greenwood, Maine. Orphaned at the age of 12, he grew up working on the farms of various relatives and friends. After attending Kent’s Hill Commercial College, he worked as a clerk in his brother Otho’s shoe store. In 1895, Otho opened a second store in Freeport, Maine, called Bean Bros. and hired L.L. to manage it. In 1911, L.L.’s passion for the outdoors and Yankee ingenuity came together with the birth of the Maine Hunting Shoe and the L.L.Bean company.

An outdoorsman first and businessman second, Leon Leonwood Bean grew up in western Maine, hunting and fishing every chance he could. Stints working at shoe and apparel shops around Maine gave “L.L.” plenty of retail experience and paid the bills. But he lived for weekends, filled with the thrill of the chase and the camaraderie of fellow hunters.

He was just back from a hunting expedition – footsore from wearing clunky leather boots that leaked and then stiffened as they dried – when inspiration struck. “I took a pair of shoe rubbers from the stock on the shelves and had a shoe maker cut out a pair of 7 1/2 inch tops. The local cobbler stitched the whole thing together.” And, in 1911, the Maine Hunting Shoe was born, and New England’s notoriously rugged, boggy terrain was about to meet its match.

When L.L. Bean started his company, his view of serving the customer was as revolutionary as his product. He said, “A customer is the most important person ever in this office – in person or by mail.” Whether seeking expert advice or purchasing goods, customers quickly learned that L.L.Bean wasn’t like other companies of the day.

One of Wall Street Journal’s Top Ten Entrepreneurs of the 20th century, L.L. became a pioneer of direct marketing. The fact that he was an outdoorsman who personally developed, tested and guaranteed his products established him as one of the most respected names in the business.

L.L. ran his company until his death at the age of 94 on February 5, 1967. “One thing I learned throughout my lifetime,” he often said, “is the fact that outdoor recreation, such as hunting, fishing and camping, has added years to my life span.”

Hiking near Wild River, on the Maine-New Hampshire border, in 1985

Leon A. Gorman

(1935-2015)
PRESIDENT AND CEO (1967-2001)
CHAIRMAN OF THE BOARD (2001-2013)
CHAIRMAN EMERITUS (2013-2015)

“We share our customers' belief in the value of the outdoor experience – of the physical and spiritual rewards that come from participation in outdoor activities.”

At a glance

Leon A. Gorman was born in Nashua, New Hampshire, in 1934, and was raised in Yarmouth, Maine. He graduated from Bowdoin College and spent four years in the Navy before joining L.L.Bean. He received numerous awards from various civic and philanthropic organizations, including the Presidential Award from the Portland, Maine, chapter of the NAACP. He also received L.L.Bean’s highest internal honor, the Bean’s Best award, in 2001 and Bowdoin College’s highest honor, the Bowdoin Prize Award, in 2010. He passed away in 2015 at the age of 80.

The grandson of company founder L.L., Leon Gorman joined the family business in 1961. He took every chance he could to learn the business – waiting on customers, studying the old catalogs and, of course, trying out the gear.

“A lot of my weekends were spent in the outdoors, hiking, camping, fishing, skiing and so on,” he recalled in his 2006 memoir, L.L.Bean: The Making of an American Icon. “I couldn’t imagine working for a company where I couldn’t use the products and develop a passion for them.”

In 1967, following his grandfather’s death, Leon became president of the company. He quickly introduced his hallmark "stakeholder concept," linking L.L.Bean's success to the well being of its customers, employees, communities and the natural environment.

In his 30 years at the helm, Leon grew L.L.Bean from a struggling $4.75 million catalog company to an over-one-billion-dollar multichannel leader in the outdoor industry. And true to the stakeholder philosophy, the company gave back as it grew, supporting conservation, outdoor recreation and other programs in the community.

Leon played a significant role in the conservation community. He and his wife, Lisa, helped protect thousands of pristine acres of land through their support of The Nature Conservancy’s St. John River Project, the Appalachian Mountain Club’s capital campaign and fundraising efforts by the Student Conservation Association.

Leon’s contributions also went well beyond the financial. For over a decade, he rolled up his sleeves as a volunteer at Preble Street, preparing and serving breakfast for those in need, and was named their Volunteer of the Year in 2009.

Shawn Gorman

EXECUTIVE CHAIRMAN OF THE BOARD

“When I need to make sense of things I look to nature. No matter how chaotic life may get, the outdoors always helps me to reframe my priorities and give me renewed energy.”

At a glance

Shawn’s L.L.Bean career began in 1991, when he joined the company’s Marketing department as an analyst. He went on to hold a number of leadership positions in Marketing, International, E-Commerce, Partnership Marketing and Creative. His accomplishments include introducing the company to online and email marketing, integrating L.L.Bean’s brand strategies across channels and leading L.L.Bean’s cobranded credit card program – one of the most successful in the country.

We spoke with Shawn Gorman, Executive Chairman of the Board and great-grandson of L.L. Bean, about how the outdoors has shaped his life and career.

Where did you grow up, and what role did the outdoors play in your childhood?

I grew up in Exeter, New Hampshire. The outdoors was everything, and we were outside from sun up to sun down – catching fish in local streams, playing in the park. Without the distractions of electronics, our lives revolved around the outdoors.

What are your favorite ways to enjoy the outdoors with friends and family?

There’s always something to do in Maine. I particularly love boating and fishing on Casco Bay, skiing at Sugarloaf Mountain with my family and mountain biking.

Is there an especially memorable outdoor experience you can share?

I have a great childhood memory of hiking Mount Washington with my dad. I’m 6’8” now, but back then I was pretty little, and I had to struggle to keep up. What I remember most, though, is the feeling of accomplishment when we reached the top! I recently shared a similar experience summiting Mount Katahdin with my own kids.

Which L.L.Bean product couldn’t you live without?

My L.L.Bean Gore-Tex Patroller Jacket – it’s my go-to outerwear. Also, I can never have too many Boat and Totes. They keep me and my family organized.

What was the most memorable L.L.Bean product you owned, and what did it mean to you?

My first pair of brand-new L.L.Bean Boots. As the youngest of four kids, I was always in hand-me-downs. I recall taking a bit of ribbing from the kids at school, who all seemed to have new boots each winter, while mine were on their fourth round. At some point, my growth rate out-paced that of my siblings, and I finally received my very own, brand-new pair – I was on top of the world.

“When it comes to gear, I probably own too many ______.”

Jackets. I confess – I am a jacket junkie, and I’ve accumulated a lot of them over 25 years.

What are you really into outside of work?

Adventure trips with family and friends. We’ve made great memories skiing, hiking and biking. I love planning and anticipating the next adventure almost as much as participating in it.

What was your very first job, and what did you learn from it?

Shoveling snow. It taught me discipline and the value of hard work. I really enjoyed it though, because I could be outdoors and make some money at the same time.

What was your journey like to get where you are?

Working at L.L.Bean wasn’t part of my initial plan. With a degree in English, I thought I’d become a copywriter. However, I took an entry-level advertising position with the company and instantly fell in love with the business and the people. More than 25 years later, it remains the best career decision I’ve ever made.

What do you love most about coming to work in the morning?

The office is my second home. My colleagues and all the employees are like family to me. We are a close-knit community of super-talented people, who share the same values and always work together to solve challenges to move the business forward. We do an employee satisfaction survey every year and one question asks what people like most about their work experience – and the answer is always the same – “my coworkers” – who wouldn’t look forward to coming in every day to experience that kind of workplace?

When you think about working at L.L.Bean, what makes you proudest?

The Stakeholder Philosophy that makes this company one of the best places to work anywhere. We don’t measure success based on profit, but on the well-being of all our stakeholders – including customers, employees, the community, the environment and vendors. I am immensely proud to be a part of the family that created this values-based company.

If you weren’t in your current position and could only apply for one other job, where would you apply and why?

Merchandising. I love the products we sell, especially outerwear. I always look forward to work sessions when our merchants showcase new product lines. Product is what this company is all about, it’s what enables all of us, to enjoy the great outdoors.

Greg Elder

PRESIDENT AND CEO

“From my childhood exploring the Minnesota outdoors to raising my family surrounded by Maine’s natural beauty, time outside has shaped my values and enriched my life.”

At a glance

Greg began his retail career at Dayton-Hudson (now Target) through their management trainee program. He then spent the next 15 years in retail leadership positions in the outdoor recreation industry before coming to Maine in 2007 to join L.L.Bean as Vice President of Retail. Over the next two decades, he continued to grow with the company, eventually assuming the role of Chief Retail Officer in 2020 and President & CEO in 2026.

We sat down with Greg Elder, L.L.Bean’s fifth President and CEO, to talk about what being an outsider means to him.

Where did you grow up, and what role did the outdoors play in your childhood?

I was raised in Minneapolis, which sparked my love of getting outside in all four seasons. My brother and I played whatever team sport was in season – baseball and hockey remain my favorites. Bird hunting as a child introduced me to the stillness of the woods, and it is still a place I go when I am looking for a quiet place to think.

What are your favorite ways to enjoy the outdoors with friends and family?

I know I need lots of time outdoors to be at my best, for myself and others. My recipe for restoration, happiness, connection and health includes a hefty dose of whatever outdoor activity is in season. Now that my children are adults, my wife and I find time together outside is even more precious and, whenever we can, we enjoy skiing, running, hiking and fishing.

Is there an especially memorable outdoor experience you can share?

During the pandemic, I hiked Mount Washington, the Bond Traverse, and the Presidential Traverse with two L.L.Bean colleagues. The shared sense of achievement was incredible and, after months of pandemic isolation, I felt very fortunate for the ability to stay connected to others through the outdoors.

Which L.L.Bean product couldn’t you live without?

It’s really hard to pick just one, but I have to say that my Red Sox Tarp Boat & Tote probably sees the most use as my go-to gym bag. I also enjoy the VentureStretch Commuter Chino for the office, and the PrimaLoft Packaway is great for traveling.

Complete this sentence: “When it comes to gear, I probably own too many ______.”

Double L Fly Rods! Extras are a must for when family gathers on the water.

What are you really into outside of work?

In addition to the outdoor activities I mentioned, I play in an adult hockey league and enjoy cooking with my wife.

What was your very first job and what did you learn from it?

I taught skiing in Colorado after college. I’d been planning to attend law school, but that detour gave me time to reflect and find my passion. Teaching taught me the value of patience and that, when you are guiding others, you are either giving energy or taking it away – there is little in between. As a leader, I still think about how to give energy to those around me.

What was your journey like to get where you are?

When I decided to take a crack at retail, I found that this industry motivated me in ways I never could have imagined. As demanding as this work can be, the energy, challenge, teamwork and customer commitment speaks to my competitive spirit and leadership skills. There have certainly been ups and downs, but I found my calling early, and I have been fortunate enough to grow my career in an industry that I love.

What has surprised you about working at L.L.Bean?

When I first started at L.L.Bean, I was excited to be a part of this incredible brand and its storied heritage. And even though I expected to enjoy each role I’ve held here, my gratitude for L.L.Bean has only deepened with time, bringing me true career satisfaction – with the added bonus of outfitting me for all my adventures!

What do you love most about coming to work in the morning?

The outstanding teams I get to work with all over the world. I thrive on connecting with such a wide variety of people, all dedicated to L.L.Bean’s Purpose.

What makes you proudest about working here?

Our extraordinary culture. Few good things happen by accident. L.L.Bean’s culture is a result of decades of care and feeding to make it – and all of us – thrive.

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Leadership

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Leadership

Read More about Leon Leonwood Bean

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