L.L.Bean to open second Wisconsin store in spring 2018

Photo Courtesy / L.L. Bean Stephen Smith, L.L.Bean's president and CEO. The Freeport-based retailer announced that it's adding a second store in Wisconsin as part of its national growth plan.

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By Staff

Outdoor retailer L.L.Bean continues its national retail expansion with the opening of its second Wisconsin store scheduled to take place next spring.

The L.L.Bean store will be located in Madison, at the 675,000-square-foot Hilldale Shopping Center, which has 50 local and national retailers and a pedestrian-friendly streetscape. It also features restaurants, live entertainment, a state-of-the-art movie theater and a modern open-air layout.

L.L.Bean’s 15,300-square-foot store will employ 50 people and will exist as a community outdoor resource for high-quality gear and apparel, as well as technical expertise and know-how. When it opens, it be L.L.Bean’s 38th retail store outside of Maine.

L.L.Bean’s first Wisconsin store, scheduled to open this month, will be in Brookfield, in suburban Milwaukee.

“Our stores are where the L.L.Bean brand really comes to life,” Ken Kacere, senior vice president and general manager of retail at L.L.Bean, said in a news release. “For those that may only know of us from our catalogs or web site, this new store at Hilldale will give folks the opportunity to experience a bit of the Maine spirit and the essence of L.L.Bean in person.”

L.L.Bean said the Hilldale store will be close to “multiple opportunities for many outdoor activities,” which fits the strategy behind its overall national retail growth plan.

The Freeport-based retailer currently operates 34 stores in 16 states across the United States, along with 25 stores in Japan.