Freeport, Maine – L.L.Bean, the iconic outdoor‑apparel company founded in 1912, is doubling down on the old‑school values that have sustained it for more than a century. CEO Greg Elder told NBC News that the family‑owned business will remain rooted in its coastal hometown, keep its flagship store open 24 hours a day, and continue publishing its classic print catalog, even as many competitors rush toward artificial‑intelligence solutions.
Heritage‑Driven Growth
Leon Leonwood Bean’s original invention – a waterproof boot with a rubber sole and leather upper – launched a $2 billion enterprise that still prides itself on rugged quality and personal service. Elder, who has led the company for nearly twenty years, emphasized that the brand’s success comes from “working for 100‑plus years and it’s going to work for another 100‑plus years.” He reaffirmed that L.L.Bean has no intention of moving its operations out of Freeport, underscoring the family’s commitment to the town that birthed the company.
Investing in Physical Retail
The company recently completed a four‑year, $50 million renovation of its flagship Freeport store – the only stand‑alone L.L.Bean location that stays open around the clock, every day of the year. Elder noted that customers still value the ability to “touch and feel the product, try it on, and experience the fabrics” in person, a sentiment echoed by shoppers nationwide. While many retailers have trimmed brick‑and‑mortar footprints in favor of online‑only models, L.L.Bean now operates roughly 60 stores across 22 states, maintaining a tangible presence that aligns with its heritage‑focused brand.
Print Catalog Remains a Staple
First issued in 1912, the L.L.Bean catalog has survived the digital age as a beloved mail‑order look‑book. Although Elder acknowledged a yearly decline of 10‑14 % in mailing volume, he insisted the catalog “is not going anywhere.” The publication continues to showcase seasonal products and new designs, reinforcing the company’s commitment to a personal, tactile shopping experience.
Measured Approach to Artificial Intelligence
When asked about AI, Elder said L.L.Bean is “curious” about where the technology might fit the brand, but it is not actively pursuing deployment. “That’s not who we are. That’s not in our DNA,” he explained, adding that the company remains “cautious about some of the risks.” A major concern is AI’s environmental footprint – the massive energy and water demands of large‑scale computing – which conflicts with L.L.Bean’s sustainability ethos. Elder expressed hope that a “beautiful intersection” could be found where AI boosts productivity without compromising the brand’s environmental stewardship or the humanity that defines L.L.Bean’s culture.
Why Tradition Matters
In an era where many high‑profile retailers chase efficiency gains through AI‑driven automation, L.L.Bean’s deliberate pace reflects a broader conservative principle: preserving proven practices that serve families and communities. By keeping its headquarters in Freeport, maintaining a 24‑hour flagship store, and continuing the print catalog, the company affirms its dedication to personal service, American craftsmanship, and responsible stewardship of resources.
Looking Ahead
Elder concluded that while the company’s approach may seem “a little atypical,” it is precisely the kind of steady, values‑driven leadership that has kept L.L.Bean thriving for more than a century. As the retail landscape evolves, the brand’s commitment to its roots offers a reassuring example of how tradition and prudent innovation can coexist.
Original reporting: Dallas TX News (HLL/CB) — read the source article.
