WHOLE NEW BEAN-TOWN
Retailer makes itself at home in Seaport
L.L. Bean, the venerable New England outdoor retailer, will open its first U.S. urban store in Boston’s Seaport District tomorrow, banking on customer loyalty, proximity to the waterfront and a partnership with the Boston Harbor Islands to make it a success.
The 8,600-square-foot store at One Seaport (60 Seaport Blvd.) — the company’s fifth in Massachusetts and 35th outside Maine — is a fraction of the size of its almost 300,000-square-foot flagship store in Freeport, a destination many Bostonians have made pilgrimages to for years, said Greg Elder, vice president of retail.
To accommodate the new store’s size constraints, the company had to carefully select its merchandise. Selections at the Seaport location will include town-to-trail apparel for adults and children, and equipment ranging from full-sized kayaks to light, packable gear like inflatable paddleboards suitable for small apartments, said spokesman Eric C. Smith.
“The idea here was to curate it for someone who either lives here or visits here,” Smith said. “But we will continue to learn a lot from this store as our first urban one.”
Customers also will be able to order goods from the company’s website at the store, he said. Before the start of summer, the store will announce a full slate of in-store classes in topics like water safety and map-and-compass skills, as well as outdoor discovery programs, Smith said.
The company will organize activities including group hikes, trail cleanups, stand-up paddleboarding yoga and kayaking, Elder said.
“What L.L. Bean brings to the park is expertise from a healthy lifestyle perspective, such as hiking, paddleboarding,” said Katherine F. Abbott, president and CEO of Boston Harbor Now, the lead nonprofit focused on Boston Harbor, its waterfront and islands. “We host all of that on the islands.”
Jon B. Hurst, president of the Retailers Association of Massachusetts, said he sees the store as a good fit, both for L.L. Bean and for Boston.
“The company’s taking this step in Boston because there’s a loyal customer base here,” Hurst said, “and given the traffic in the Seaport District, it’s a great, visible location. Clearly that area’s been booming. But it’s been a bit slow on the retail end. You can only have so many restaurants. You want people to be able to shop as well for the Seaport District to be really successful. And I think L.L. Bean moving in there will attract other stores.”
Doors open at 9 a.m. tomorrow, and the celebration will continue all weekend with a block party featuring food, music, yoga and more.