The new LL Bean Urban store will open soon

US outdoor retailer LL Bean will open its first LL Bean Urban concept store on April 6.

While the backbone of the famous brand’s physical store presence comprises large format, warehouse style stores, usually located in bulky-goods centres, rather than in high street precincts, the company believes an offer tailored more to city consumers will expand its customer base and sales.

The 8600sqft LL Bean Urban store, smaller than its mainstream stores, will open at One Seaport in Boston, featuring a range of active and casual apparel as well as the traditional outerwear and footwear for which it is best known. The stock will be tailored to Bostonians’ most-favoured recreational preferences.

As part of its overall national retail growth plan, LL Bean made the decision to expand its presence into Boston’s Seaport because of the high degree of awareness and affinity Boston residents have for the brand – and to capitalise on its relationship with the Boston Red Sox team.

“The new Seaport store will allow the people of Boston and beyond to experience first-hand everything the legendary outdoor retailer offers: quality merchandise, exemplary customer service, excellent outdoor programming, a welcoming shopping environment and an ethos to always do what’s right by its customers, employees, the environment and the community,” said Greg Elder, VP of stores.

“Boston is a city that’s as passionate about the outdoors as we are. We’re excited to bring the outdoor spirit to the heart of Boston at our first city store, and get to know the vibrant Seaport community.”

LL Bean was founded in 1912 by Leon Leonwood Bean, in a single room, selling a single product: the Maine Hunting Shoe. Still family owned, LL Bean now operates 39 stores in 17 states across the US, along with 25 in Japan.