L.L.Bean already has a national franchise with consumers placing orders every day from the retailer's catalogs and website. Now the chain is looking to build on the third piece of its multi-channel strategy by opening its first new stores outside the Northeast. Ultimately, the company is looking to open 32 new locations by 2012. It currently operates 12 stores in nine states as well as a number of outlet locations.
The retailer chose the Chicago area as a base for its move to expand it physical presence. The L.L.Bean name is widely known throughout Chicagoland. The market is already among the retailer's top three in the U.S.
Mary Lou Kelley, L.L.Bean's vice president of retail real estate and marketing, told the Chicago Sun-Times, "We'd like to have four stores in the Chicago area within the next two to three years."
The first 30,000 square-foot store is planned to go into the new open-air Arboretum lifestyle center in South Barrington. Other locations being considered for future stores include other Chicago suburbs and Lincoln Park and the South Loop.
Discussion Questions: What role do you see physical stores playing for L.L.Bean, a company that has established itself in catalog and online sales? Should there be concerns that a rapid expansion of its store base will somehow detract from the reputation L.L.Bean has built with consumers? What must it do to keep the brand experience consistent across all channels?