How L.L.Bean embraces its old-school roots: Brick-and-mortar stores, print catalogs, no AI

L.L.Bean’s origin story grew from the ground up — literally.The company, which sells everything from clothing and footwear to tote bags and home goods, was first established in 1912 after its namesake founder, Leon Leonwood Bean, returned home from a hunting trip with sore, wet feet.“He said, ‘I have an innovative solution,’” CEO Greg Elder said in an interview, part of NBC News’ “Business in America” initiative.“‘What if I developed the waterproofness of a rubber bottom and stitched on a leather upper?’”And with that, the famous L.L.Bean boot — and a $2 billion company — was born.

Since then, the brand has embraced its rugged roots and remains headquartered in Freeport, Maine, a coastal town 20 minutes north of Portland.“It’s worked for us 100-plus years and it’s going to work for us for another 100-plus years,” said Elder, who has been at the company for nearly two decades.He emphasized L.L.Bean has no plans to relocate its operations.L.L.Bean CEO Greg Elder said the company is wary of AI's environmental footprint.NBC News“We are a family-owned, privately held company,” he said.

“The family remains steadfast in their desire to keep this based in Freeport, Maine, where we’ve always been.”It’s a legacy the brand’s flagship Freeport store has doubled down on.The famous retail location recently underwent a four-year, $50 million renovation.

It’s also the only stand-alone L.L.Bean store that’s open 24 hours a day, 365 days a year.As more retailers adopt direct-to-consumer and online-only business models, L.L.Bean maintains a significant footprint in brick and mortar across the country — around 60 store locations in 22 states.“The customer says they love to be able to come in and touch and feel the product, they love to be able to try it on and feel the fabrics,” Elder said.Then there’s the famous L.L.Bean catalog, a long-standing mail-order look book featuring the latest seasonal products and designs.Fi...