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L.L.Bean Flagship Store/Retail Campus Getting $50M Upgrade

Multi-year project in Maine designed to create a more accessible, immersive experience




Ritu Manoj Jethani /

L.L.Bean (Freeport, Maine) is undertaking a major renovation of its home flagship store and surrounding retail campus. The idea behind the $50 million project is “to more fully activate the brand’s purpose of enabling people to experience the restorative benefits of being outside,” the outdoor gear and apparel retailer said in a news release.

“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.”

L.L.Bean’s says its planned upgrades were greatly influenced by the recent Freeport Downtown Vision project, which seeks to create a walkable and bikeable downtown for all, further embracing the outdoors, arts, culture, and supporting small businesses.

Normal store operating hours will remain in place as what’s being called 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.

“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,” said Greg Elder, Chief Retail Officer at L.L.Bean. “You think you love it now, just wait until you see what’s coming!”




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