L.L. Bean reopens renovated Freeport flagship store

L.L. Bean is set to reopen its flagship store in Freeport, Maine, on September 18 following a nearly two-year closure and a $50 million renovation. The project, known as the ‘Freeport Experience’, represents the company’s largest investment in the property to date.

The redesigned campus includes a new entrance, an expanded two-level trout pond, an upgraded stream tank, a new Custom Shop for personalized gear, and a refreshed 1912 Café. The renovation also features a redesigned children’s area and improved outdoor gathering spaces in Discovery Park.

This reopening is part of the company’s ‘Vision 2030’ plan, which aims to increase annual sales from approximately $1.6 billion to $2 billion by 2030. CEO Greg Elder stated the strategy focuses on introducing new products and branding to attract younger customers while maintaining the brand’s heritage. To celebrate, the company is hosting six weeks of events, including concerts and a heritage weekend featuring vintage product drops.