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L.L.Bean Reopens Freeport Flagship After $50 Million Renovation

By Drooid · Sep 14, 2026, 10:53 PM UTC · How we work

Summary

L.L.Bean Reopens Flagship

L.L.Bean reopened its Freeport flagship store after a $50 million renovation on September 18.
The store installed two 21,000-gallon fish tanks and a larger stream tank for trout.
A two-tiered trout pond with a bubble-dome view lets children watch fish up close.
A 1912 Café, expanded kids’ campfire area, and a customization center opened.
Renovation added a new main entrance, grand staircase, and improved accessibility.

Summary

L.L.Bean Announces Vision2030

Greg Elder outlined Vision 2030, a five-year plan targeting $2 billion revenue by 2030.
Revenue grew from $1.6 billion in 2015 to $1.8 billion in 2021-2022.
Seventy percent of sales are direct-to-consumer: 60 % e-commerce, 30 % stores, 10 % catalog.
It operates 72 U.S. stores—61 full-price, 11 outlets—and plans ten new locations next year.
Ending its lifetime return policy in 2018 saved the retailer roughly $250 million over five years.

History

Historical Context

Apple opened its Fifth Avenue flagship on May 19 2006, turning the underused GM Building plaza into a 24/7 glass-cube store that sold about $1 million per day in its first year. Designed by Bohlin Cywinski Jackson and later doubled in size by Foster + Partners (2017-19), the store set a template for immersive flagship concepts now echoed by legacy retailers such as L.L.Bean.

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L.L.Bean Reopens Flagship

L.L.Bean reopened its Freeport flagship store after a $50 million renovation on September 18.
The store installed two 21,000-gallon fish tanks and a larger stream tank for trout.
A two-tiered trout pond with a bubble-dome view lets children watch fish up close.
A 1912 Café, expanded kids’ campfire area, and a customization center opened.
Renovation added a new main entrance, grand staircase, and improved accessibility.

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