L.L.Bean’s Freeport makeover is getting mixed reviews. Of course it is. | Column
FREEPORT — Anyone who made a point of visiting the renovated L.L.Bean flagship store on its opening day last month was probably going to have nice things to say about it and, in local news coverage, did.
Just as surely, if you waited a minute, you were bound to find people on the internet criticizing the new premises.
Since its reopening, some of the 400,000 visitors have taken to Reddit, Instagram and Facebook comment sections to voice complaints about the store and, to varying degrees of relevance, about Maine’s signature brand as a whole, from the price of its clothes to the politics of the late Linda Bean.
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While others have applauded the new look and layout, the most commonly shared critique of the physical space is that it lacks charm.
Now, I didn’t think the previous iteration was particularly quaint. And it does seem some of the naysayers are still lamenting a much earlier version of the store, complete with creaky floors and narrow stairs.
Still, the commentary made me curious enough to go see for myself. Here’s what I noticed.
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There are a lot of places to sit
L.L.Bean is smart to take into consideration that not everyone who comes through its doors is interested in shopping. Many people might merely be accompanying someone who is. The more comfortable those people are, the more the actual customers can be left to spend.
That starts with giving them somewhere to sit, which now includes more benches throughout the store, Adirondack chairs around the grounds, camp-inspired nooks by the fitting rooms and living room-like setups with brown leather couches in front of fireplaces, at least one of which had a chessboard.
Freeport resident Maurine Miller and her 2-year-old daughter Alta entered the dome-shaped bubble to get an underwater view of the trout brook during the grand opening of L.L.Bean’s renovated flagship store on Monday. (Kelley Bouchard/Staff Writer)
Anyone can find entertainment
While most of these people are probably content to play on their phones, anyone in search of amusement has options, starting with the trout pond and stream tank, where there’s information on different species, as there is by taxidermy displays throughout the store. (“The Final Charge,” a popular exhibit of two bull moose who got their antlers locked in combat and eventually died, is still in storage, waiting to be assessed for repair.)
History buffs can read about the evolution of the Boat and Tote bag and of the flagship store itself on shadow boxes containing products from throughout the years which, these days, could easily fetch four figures on eBay. Kids can draw on giant chalkboards or get inside a rowboat surrounded by nature scenes, while the 21-plus crowd can play cornhole outside with a beer in hand from walk-up drink and snack shack The Outpost.
The cafe is corporate and pricey
Hardboiled eggs, fruit cups and pre-made salads are among the selections at L.L.Bean’s 1912 Cafe. (Leslie Bridgers/Staff Writer)
An array of caffeinated beverages served at the new 1912 Cafe offers another way keep someone occupied — or energized for more shopping. If you’re considering it for lunch, though, know that this is where any lack of character was most apparent to me.
The single pastries on display, hardboiled eggs and hummus cups seemed plucked from Starbucks’ playbook. The corporate vibe continued into the seating area, where a few plaid accents couldn’t save it from feeling like a food court. With most sandwiches priced at $14.25 and (albeit large and Maine-made) bags of chips at $4.50, I’d rather spend my money on a sit-down meal elsewhere in town. However, I must say, “The Freeport,” its turkey, bacon and Swiss sandwich, was tasty and sizeable enough for most to share, especially if you decide to splurge on those chips.
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Water bottles and pullovers rule
Shackets and other clothing can be found in the hunting section at L.L.Bean’s flagship store. (Leslie Bridgers/Staff Writer)
Another common complaint lodged online about the new store is how actual outdoor gear seems to have taken even more of a backseat to clothes that, as one person on Reddit described, are “for people who want to cosplay as outdoorsy.” Case in point were the shackets in the hunting section that caught my eye, despite a complete disinterest in killing my own food.
In the camping area, it seemed the most space was dedicated to water bottles — a whole “hydration” wall, in fact, with Nalgenes, canteens and store-branded versions of those ubiquitous giant cups with the built-in straws. Perhaps the only category of product that could compete in terms of variety is women’s pullovers, which I saw in ribbed, knit and quilted styles; sweater, sweatshirt and temperature-regulating material; wool and multiple weights of fleece.
Shoppers flaunt their brand loyalty
If I wanted to fit in, I would have worn my own L.L.Bean half-snap sweater fleece from several seasons ago, but I’ve always assumed the rule about not wearing the band T-shirt to the concert would apply here, too.
A surprising number of shoppers when I visited, however, weren’t afraid to be loud and proud about their loyalty, making it difficult to distinguish them from the flannel-clad staff. Judging by the number of pullovers I saw, the company seems to understand its customers.
It’s hard to fault a business for focusing on what sells. I get that L.L.Bean is more than a store to many Mainers but also a symbol of tradition, a holder of memories and a source of pride. Carrying all that meaning makes change hard, but if the company knows what it’s doing, we’ll be missing this version of the flagship one day.
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Tagged: l.l. bean, retail, retailers
Leslie Bridgers is a columnist for the Portland Press Herald, writing about Maine culture, customs and the things we notice and wonder about in our everyday lives. Originally from Connecticut, Leslie came. More by Leslie Bridgers
