Growing the Beanstalk

Shoppers in the Washington, D.C., area – the veritable faultline of politically induced stress and discord – are being urged to see the forest through the trees.

L.L. Bean's two-level megastore, which opened in late July in Tysons Corner (McLean, Va.), sports 66,000 square feet of selling space. This a beginning chapter in an increased retail presence for the company, mostly know for its catalogs and one outlet store in its hometown of Freeport, Maine.

Despite the super-desirable demographics (residents are educated and financially comfortable), the retailer also chose Tysons Corner because its catalog enjoyed a 40 percent market penetration rate in the area.

The store is dressed in light-colored woods, cork and tile flooring, making very literal connections to the great outdoors. The retailer of outdoor apparel and related merchandise has also thrown in a waterfall and trout-stocked pond, emulating the Freeport store.