Exciting Features Will Start Taking Shape This Fall at L.L.Bean’s Reimagined Flagship Campus

Iconic outdoor retailer, L.L.Bean, announced that exciting features will start taking shape this fall as progress continues on the bold reimagining of its Flagship Campus in Freeport, ME. Major developments about to get underway include:

Building a new first floor entrance and grand staircase designed to welcome customers into an immersive shopping experience.

Reinstalling our iconic trout pond and it’s bigger than ever, with multiple tiers, more viewpoints, and enhanced accessibility for better fish watching.

Overhauling our customer-favorite stream tank with twice as much swimming space for schools of fish and two viewing bubbles to accommodate fish fans of all ages.

Launching an in-store eatery featuring a menu full of favorites in a bright, airy space with seating for everyone.

There’s nothing better than a Maine summer, so we’re keeping the camp vibes going by remodeling the kids’ department with a design inspired by a children’s focus group.

Creating a customized space for customers to enjoy a more interactive, easier-to-shop monogramming experience.

While renovating our primary home, we’ll be going camping in the biggest L.L.Bean tent we’ve ever made. At Camp L.L.Bean you’ll find all the iconic products you love in a one-of-a-kind shopping experience.

Expanding Discovery Park, the unofficial center of Freeport, to bring more green space to campus and enhance our outdoor programming.

L.L.Bean launched the reimagining of its Flagship Campus in January of 2023 to more fully activate the brand’s purpose of enabling people to experience the restorative benefits of being outside. 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.

“When my great-grandfather, L.L., opened his first retail space above the Freeport post office in 1917, he never imagined what it would become. But he knew what he wanted it to be. A place that strived to bring customers in, for the purpose of helping them get right back outside,” said Shawn Gorman, executive chairman of L.L.Bean. “We’re still committed to that purpose and dreaming bigger than ever before, building a new flagship experience that will lead us into the future while honoring our past – with all the trusted products, tried-and-true service, and outdoor passion that has made L.L.Bean a beloved Maine brand for over a century and counting.”

To enable the upcoming construction the current camping atrium will be razed, and noticeable site work will commence following the annual Northern Lights installation. Stores will remain open throughout construction with store guides and wayfinding signs on hand to help customers find their favorite products.

“We’re coming to a very exciting juncture in our reimagining, where our vision is coming to life,” said Greg Elder, Chief Retail Officer at L.L.Bean. “This investment is really for the customers and stakeholders who have invested in us. We are rewarding their affinity with an immersive shopping experience that gives them more of what they love about L.L.Bean. Excitement is building literally and figuratively.”

Already completed features include:

New employee areas which provide natural daylight, new office areas, new break spaces, and other accommodations.

New mechanical penthouse which sits on top of our current building. This has allowed for upgrades in mechanical, electrical, and plumbing systems which set the foundation for a more energy-efficient flagship building.

Upgrades to our Main Street and Justins Way facades, adding windows to bring in more natural daylight and new entrances to the North and South of Main Street, making the store more accessible.