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Freeport, ME, January 25, 2023

L.L.Bean to Reimagine Iconic Flagship Store and Retail Campus in Freeport with More Than $50 Million Multi-Year Investment

The multi-year project will result in a more accessible and immersive experience for customers

L.L.Bean is launching into the New Year by reimagining its iconic flagship store and retail campus in Freeport to more fully activate the brand’s purpose of enabling people to experience the restorative benefits of being outside. The project signifies a more than $50 million investment for the Freeport-based business. Once complete, the renewed store and campus – the second most visited tourist destination in Maine – will become even more beloved, hosting immersive experiences for the customer, expanding community engagement opportunities, and reaffirming the company’s commitment to its hometown of Freeport.

“Freeport has been our home for over 110 years and our retail campus has evolved into the unofficial hub of downtown,” said Shawn Gorman, executive chairman and great-grandson of L.L.Bean. “We’ve fully embraced that identity and are building for our shared future by creating a best-in-class retail experience surrounding an enhanced outdoor space for all to enjoy right in the center of town.”

The objectives of “The Freeport Experience,” as the project is named, are to:

  • Build on the brand's legendary customer service to create an unforgettable retail experience at its Flagship store. This includes upgrading the customer journey, providing new offerings, and improving employee experiences.
  • Honor the New England village aesthetic while celebrating the company's Maine legacy.
  • Create a more inviting and identifiable entrance and façade on Main Street that is better suited for pedestrians.
  • Improve accessibility to the campus, outdoor event offerings, and retail stores for customers and employees.
  • Expand Discovery Park and enhance infrastructure to support additional community engagement opportunities and connect more fluidly with Main Street.
  • Reaffirm the commitment to Freeport and support of neighboring businesses.

L.L.Bean is committed to a lasting, symbiotic presence in Freeport. These objectives were therefore greatly influenced by the recent Freeport Downtown Vision project which endeavors to create a walkable and bikeable downtown for all, further embracing the outdoors, arts, culture, and supporting small businesses. The expansion of Discovery Park, the New England village aesthetic, and redesign of the Main Street façade are just a few examples of how the Downtown Vision will come to life on the company’s reimagined campus.

Normal store operating hours will remain in place as the “Freeport Experience” takes shape, but customers and visitors should expect project activity to result in some temporary store changes. For example, the 1912 Café will be closed for the duration of the project and the aquarium will also be replaced (customer’s favorite native fish have already been safely relocated). The finished store will feature an enhanced version of the trout and salmon pond as well as new food options. Some departments will also be relocated, but signage and store employees will be present throughout the project to direct customers to relocated favorites and answer questions.

“This reimagining is really for the customers and stakeholders who have invested in us,” said Greg Elder, Chief Retail Officer at L.L.Bean. “We are rewarding their affinity with a multi-million-dollar reinvestment that celebrates our legacy while creating an even better experience at our beloved Flagship. A project of this magnitude will of course create some disruptions, but they will pale in comparison to the vision we are bringing to life. You think you love it now, just wait until you see what’s coming!”

Further details and renderings will be provided in the coming months as plans are finalized and approved.

About L.L.Bean

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 2021, L.L.Bean donated $6.2 million to outdoor and community-enriching organizations focused on increasing access to and inclusivity in the outdoors. L.L.Bean operates 56 stores in 19 states across the United States, along with 24 stores in Japan and eight stores in Canada in partnership with Jaytex Group. 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.