L.L. Bean Opts Against Megastores in Major Retail Push - NECN
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L.L. Bean Opts Against Megastores in Major Retail Push



    Clear the Air
    AP Photo/Pat Wellenbach
    This Dec. 14, 2011 photo, shows rows of boots at the facility where L.L. Bean boots are assembled in Brunswick, Maine.

    L.L. Bean is getting ready for a major retail push that includes the first stores on the West Coast, but they won't be megastores along the lines of Bass Pro Shops or Cabela's.

    President and CEO Chris McCormick says the Maine-based outdoors outfitter will be aiming for smaller stores, along the lines of 15,000 square feet.

    The company currently has 26 full-price retail stores and a handful of outlets. McCormick told workers in a memo this week that the goal is have "at least 100" stores by 2020.

    Wendy Liebmann from WSL Strategic Retail says smaller stores are in keeping with retail trends. She says shoppers will find the basics in stores and can go to the website for more specialized items. 

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