Sunita Somvanshi
L.L.Bean is leaning into physical retail at a time when many retailers focus on websites. The company announced eight new stores for 2026, including its first sites in Alabama and Tennessee. This retail expansion will bring the planned total to 76 stores across 21 states, per L.L.Bean's expansion announcement.
The brand’s story starts in Maine. L.L.Bean was founded in 1912 by Leon Leonwood Bean with the Maine Hunting Shoe. Early on, the firm sent a print catalog to homes. The catalog is still available by request, keeping a tradition from the mail-order era even as online shopping grew.
The biggest physical investment is the Freeport flagship, the company’s main store. The rebuilt flagship will feature a larger trout pond, a bigger stream tank with live fish, an expanded cafe, product personalization, a children’s outdoor-themed area, an enlarged Discovery Park and upgraded operations. The grand-opening celebration is scheduled for September 18 through October 25, 2026.
Leadership changed during this growth. Former CEO Stephen Smith stepped down in spring 2026 after a decade of leadership.
In some media interviews, company representatives have discussed using artificial intelligence for inventory and catalog planning. Those remarks appeared in interviews and are not confirmed company policy.
The strategy shows an old outdoor brand betting on in-person shopping, where a customer can feel a jacket’s fabric or try a shoe’s fit before buying. The Freeport rebuild and new locations mark a clear push into physical retail.
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