L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. Still family owned, Shawn Gorman, great grandson of Leon Leonwood Bean, was named Chairman of the Board of Directors in 2013.

A pioneer in mail order and then online sales in America, the outdoor clothing brand offers direct sales to over 200 countries through its global website, it also operates 40 retail stores in 17 states across the United States, along with 27 stores in Japan. However, until now it has not had any physical presence in the UK.

Salts Huby was initially commissioned in the summer of 2017 to conduct a detailed market analysis of the UK, with recommendations for launching the brand through the creation of disruptive retail and innovative marketing solutions.

As a result this summer, L.L.Bean shops and experiences will be featured at a number of festivals and events including: Timber Festival in Derbyshire, Deer Shed Festival in North Yorkshire, BBC Countryfile Live in Oxfordshire, the Bristol Balloon Fiesta, and the Edinburgh Fringe Festival where hundreds of thousands of outdoor enthusiasts will experience the brand first-hand.

Chris McDonough, L.L.Bean chief brand officer and head of international development said:

“This is a fantastic opportunity for L.L.Bean because so many people in UK share our love for the outdoors and have amazing opportunities to experience the outstanding natural beauty of the country.

“We have a strong e-commerce customer base in the UK, and we’re excited to bring our great outdoor products directly to more customers by popping up at outdoor festivals and events this summer.”