Adventures are in Store for Wisconsin: L.L.Bean to Open its First Wisconsin Store in Brookfield, Spring of 2017

Share Article

Freeport, Maine outdoor retailer’s first Wisconsin store is part of its ongoing national retail expansion strategy

Bean Boots

L.L.Bean's Iconic Bean Boots

Lots of people know us through our catalogs and web site, but our first store in Wisconsin will give folks the chance to experience the true essence of an outdoor store and the L.L.Bean brand firsthand.

Internationally recognized outdoor retailer L.L.Bean, best known for its Bean Boot, everyday free shipping and 100% satisfaction guarantee is set to expand its retail operation with the opening of its first Wisconsin store, scheduled to open the spring of 2017. The L.L.Bean store will be located at The Corners of Brookfield, a new and exciting dynamic mixed use development site featuring shopping, dining, entertainment, luxury apartments and more in Brookfield, WI, a western suburb of Milwaukee. The 15,000 square-foot store will feature an assortment of active and casual apparel and footwear, as well as outdoor lifestyle gear including hiking, fly-fishing, kayaking and winter gear and camping products. The store will employ approximately 100 people. This will be L.L.Bean’s first store in Wisconsin and its 30th retail store outside of Maine.

“People in the Waukesha County area love their outdoor activities. From biking along the Greenway Trail System, skiing on the Mitchell park trails, paddling on the Fox River, to fishing on area lakes, we know this is going to be a great home for us because of all of the great outdoor activities to be had, all within a stone’s throw from the store,” said Ken Kacere, senior vice-president and general manager of retail at L.L.Bean. “Lots of people know us through our catalogs and web site, but our first store in Wisconsin will give folks in the Southeast Wisconsin and beyond the chance to experience the true essence of an outdoor store and the L.L.Bean brand firsthand.”

L.L.Bean made the decision to continue to expand its retail presence into Wisconsin as part of its overall retail expansion plan and due to the store’s proximity to several abundant natural resources and multiple opportunities for many outdoor activities, as well as a population base that enjoys regularly engaging in a variety of outdoor pursuits. The store will allow the people of the greater Milwaukee area and beyond to experience first-hand everything that the legendary outdoor retailer has to offer, such as quality merchandise, a welcoming shopping environment and a large roster of ongoing demonstrations and clinics on a number of outdoor topics.

Of particular note will be the inclusion of L.L.Bean’s Outdoor Discovery Schools, which will offer demonstrations, clinics and introductory hands-on activities like snowshoeing, kayaking, stand-up paddleboarding, archery and fly casting, all designed to make it easy for people to engage in outdoor activities for health, fitness and recreation. L.L.Bean Outdoor Discovery Schools’ courses are offered at every L.L.Bean Retail Store. In 2015, over 140,000 people participated in these programs.

“We are thrilled to welcome L.L.Bean to The Corners as it is another first-to-Wisconsin retailer that has chosen to be an important part of this unique and distinctive lifestyle center,” said Jay Eck, vice president, Bradford Real Estate Services Corp., which is the development manager for The Corners. “L.L.Bean’s unique offerings in product, customer and outdoor experiences will be a great attraction for area residents, including our customers and residential tenants.”

About L.L.Bean, Inc.
L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. Still family owned, Shawn Gorman, great grandson of Leon Leonwood Bean, was named Chairman of the Board of Directors in 2013. While its business has grown over the years, L.L.Bean continues to uphold the values of its founder, including his dedication to quality, customer service and a love of the outdoors. L.L.Bean products are rigorously tested, guaranteed to last and always shipped free. In the past five years, L.L.Bean has donated over $6 million toward conservation and land stewardship. The 220,000 sq. ft. L.L.Bean retail store campus in Freeport, ME, is open 24 hours a day, 365 days a year and welcomes more than 3 million visitors every year. L.L.Bean can be found worldwide at, Facebook, Twitter, YouTube, Pinterest, Google+ and Instagram.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Mac McKeever
(207) 552-6078
Email >
Follow us on
Visit website