LL Bean opens first Wisconsin store

By

Rebecca Taras

Published
Jul 12, 2017

With only 32 U.S. locations outside of Freeport, Maine where the company is based (and a robust catalog business), L.L. Bean recently opened its first Wisconsin store at The Corners of Brookfield.

The sprawling 16,000-square-foot store boasts a wide variety of signature L.L. Bean apparel, shoes, camping and paddling gear and gadgets fit for outdoor activities of all kinds—the brand’s boots and men’s fleece are among the best-sellers nationwide. The Brookfield store will also offer experiential opportunities (such as sport lessons or active group trips) via its L.L. Bean coordinated Discovery World Schools.

It was reported that Ken Kacere, senior vice president of L.L. Bean, said the outdoor retailer has been trying to break into the Wisconsin market for five years because it is a state with numerous outdoor enthusiasts, however, it had difficulties finding the right location to set up shop. Due to the nature of the brand, the company wanted an exterior presence as to not be sequestered in a mall environment.

The Brookfield, Wisconsin store is one of five new stores the company plans on opening in 2017. There’s also another Wisconsin store slated for 2018 or 2019 at the Hilldale Shopping Center in Madison. The brick-and-mortar strategy is a part of a larger omnichannel strategy to entice customers into a store environment for a more sensory shopping experience that their catalog business cannot provide.