How L.L.Bean embraces its old-school roots: Brick-and-mortar stores, print catalogs, no AI

L.L.Bean’s origin story grew from the ground up — literally.

The company, which sells everything from clothing and footwear to tote bags and home goods, was first established in 1912 after its namesake founder, Leon Leonwood Bean, returned home from a hunting trip with sore, wet feet.

“He said, ‘I have an innovative solution,’” CEO Greg Elder said in an interview, part of NBC News’ “Business in America” initiative. “‘What if I developed the waterproofness of a rubber bottom and stitched on a leather upper?’”

And with that, the famous L.L.Bean boot — and a $2 billion company — was born. Since then, the brand has embraced its rugged roots and remains headquartered in Freeport, Maine, a coastal town 20 minutes north of Portland.

“It’s worked for us 100-plus years and it’s going to work for us for another 100-plus years,” said Elder, who has been at the company for nearly two decades. He emphasized L.L.Bean has no plans to relocate its operations.

“We are a family-owned, privately held company,” he said. “The family remains steadfast in their desire to keep this based in Freeport, Maine, where we’ve always been.”

It’s a legacy the brand’s flagship Freeport store has doubled…

Original source: https://www.nbcnews.com/business