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Freeport, ME, June 1, 2017

More Adventures Are in Store for the Badger State: L.L.Bean to Open Its Second Wisconsin Store in Madison at Hilldale, Spring of 2018

Freeport, Maine, outdoor retailer’s second Wisconsin store is part of its ongoing national retail expansion strategy

Internationally recognized outdoor retailer L.L.Bean, best known for its L.L.Bean Boots and legendary customer service, continues its national retail expansion with the opening of its second Wisconsin store, scheduled to open next spring. The L.L.Bean store will be located at Hilldale, Wisconsin’s premier shopping and dining destination, which also offers live entertainment, a state-of-the-art movie experience, a modern open-air layout, a mix of lifestyle and retail tenants and more. The 15,300-square-foot store will feature an assortment of active and casual apparel, outerwear, and footwear, as well as a variety of outdoor lifestyle gear. The store will employ approximately 50 people and will exist as a community outdoor resource for high-quality gear and apparel, as well as technical expertise and know-how. When it opens, this will be L.L.Bean’s second store in Wisconsin and its 38th retail store outside of Maine. L.L.Bean’s first Wisconsin store, scheduled to open this June, is located in Brookfield.

“Our stores are where the L.L.Bean brand really comes to life,” said Ken Kacere, Senior Vice-President and General Manager of Retail at L.L.Bean. “For those that may only know of us from our catalogs or website, this new store at Hilldale will give folks the opportunity to experience a bit of the Maine spirit and the essence of L.L.Bean in person.”

As part of its overall national retail growth plan, L.L.Bean made the decision to open another store in Wisconsin at Hilldale due to the store’s proximity to several abundant natural resources and multiple opportunities for many outdoor activities, as well as a population base that enjoys regularly engaging in a variety of outdoor pursuits. The new Wisconsin store will allow the people of Madison and beyond to experience first-hand everything the legendary outdoor retailer offers: quality merchandise, exemplary customer service, a welcoming shopping environment and an ethos to always do what’s right by its customers, employees, the environment and the community.

“We are thrilled to announce L.L. Bean as the first new tenant in our second phase of redevelopment at Hilldale,” said Pam Ferrara, Vice President of L easing at WS Development. “WS Development and L.L.Bean have had a long-standing relationship and we’re honored to expand upon our partnership to have L.L.Bean serve the greater Madison region from Hilldale. L.L.Bean is a national fixture in American retail and a seamless fit for the Madison community that will add another unique element to Hilldale’s retail offerings. Additionally, the new open-air green space adjacent to L.L.Bean will offer a perfect canvas for a host of L.L.Bean’s outdoor activities.”

Of particular note will be the inclusion of L.L.Bean’s Outdoor Discovery Schools, which will offer demonstrations, clinics and introductory hands-on activities like snowshoeing, kayaking, stand-up paddle boarding, archery and fly casting, all designed to make it easy for people to engage in outdoor activities for health, fitness and recreation. L.L.Bean Outdoor Discovery Schools courses are offered at every L.L.Bean Retail Store. In 2016, over 150,000 people participated in these programs.

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. Still family owned, Shawn Gorman, great grandson of Leon Leonwood Bean, was named Chairman of the Board of Directors in 2013. 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 five years, L.L.Bean has donated over $6 million toward conservation and land stewardship. L.L.Bean operates 34 stores in 16 states across the United States, along with 25 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.

About Hilldale

Hilldale is Madison’s premium open-air shopping destination, with a unique mix of more than 50 local and national retailers and a pedestrian-friendly streetscape. The 675,000-square-foot property offers an unmatched shopping and dining experience. Hilldale’s current redevelopment project will also reveal a new green space, perfect for community events, family-friendly activities and seasonal festivities. For more information and the most current updates, please visit and follow along on social media: Facebook: ShopHilldale; Instagram: @hilldalemadison; and Twitter: @hilldalemadison. Hilldale is located at 726 N Midvale Blvd., Madison, WI, 53705.