CEO Talks: L.L. Bean CEO Talks the Importance of Summer, the U.S. Market and Tote Bags

As A TRUE heritage brand with A commitment has Outside adventures And create quality some products, LL. Bean is not it horse riding on It is reputation In service of exploring new markets And collaborations.

Today launch of A collaboration with Summer salt, A UV protected swimwear brand that offers Understood sizing, East It is last exercise In sales opportunities. During A Preview In New York last week, THE the company chief executive officer And president Stephane Black-smith spoke of THE link And discussed new businesses. Playing In clothes, gear And Regions of THE country Or hotter weather report activities are do East A of THE manners that THE business goals has build sales And agreement with changing weather report models.

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Based In 1912 And known For It is cold temperature fashions — including It is signature "duck" boots, classic cloth wool sweaters And flannel shirts — LL. Bean stands by It is production with A all year back policy, except a few special terms. While spring summer East A GOOD business For THE omnichannel business, LL. Bean considered he has be "A huge growth opportunity," as more people are engaging In Outside activities In THE hotter month, Black-smith said. THE Freeport, Based in Maine brand East opening stores further south In THE country, And he recognize that a lot clients are gravitating has from South States. "SO We need has get better with OUR warm weather some products," he said. "Functioning with Summer salt East A Perfect extension has learn Since them. They are mastery with their adjust And fabric. And their audience East different Since ours, SO We both can to grow And to broaden OUR public. »

Part of THE interest In summer sports And warmer weather activities East "For Of course," led by recent out of season hot winters In THE Northeast And In a few case limit snowfall, Black-smith said. "THE weather report East get hotter all along THE country. THE population East moving further south. We are A New Focused on England business, SO We to have SO a lot potential, as We move West And south with great awareness And consideration. But We need more of A physical presence And more products. »

For It is 2023 tax year, LL. Beans annual income of $1.7 billion fell short of It is budget goals And sales decreases slightly compared with has THE previous years $1.8 billion brand. Announcement those results last month, THE business said he had “assured constant inventory And timely accomplishment," while navigate provide chain challenges. Outerwear, sweaters And Jeans were categories that contributed Year after year growth.

LL. Beans outerwear, sweaters And Jeans contributed has Year after year growth. Courtesy of LL. Bean

During fiscal year 2023, LL. Bean reinforced It is omnichannel strategy And revealed four stores In THE WE. And Canada — including It is First of all In Quebec In Partnership with Jaytex Band. There are 58 stores at national scale, 25 stores In Japan And 13 stores In Canada, Or A French language e-commerce site was introduced For canadian clients as GOOD as integrated at the store And e-commerce product distribution options.