L.L. Bean recently celebrated the grand opening of their new hunting and fishing store in Freeport, Maine.  The new expansion appears to contrast overall changes in the company’s goals over the years, and I think it may very well be a response to the company losing its grip on the hunting and fishing industry as retailers like Cabela’s and Gander Mountain continue to expand.   

Leon Leonwood Bean started his Freeport, Maine-based company in 1912, founded on quality hunting and fishing apparel, satisfaction guaranteed.  The company grew to become one of the leaders in hunting, fishing and outdoor products, and today L.L. Bean boasts annual sales of $1.5 billion. 

But the face of L.L. Bean has changed considerably over the years, and the company has gone from being known for the Bean hunting boot, to today’s L.L. Bean, whose sales appear to be dominated by men’s slacks and other casual clothing.  The company has changed so much, I remember hearing about the company considering stopping selling guns at their Freeport, Maine store. 

While L.L. Bean has gone from leader in hunting and fishing gear and apparel to a household name brand clothing manufacturer, the company may be realizing the importance of getting back to its roots.  Hunting and fishing gear giant Cabela’s began seriously discussing building a store in southern Maine in 2006, and the construction of a new Cabela’s store in Scarborough, ME is underway, expected to be completed in spring of 2008. 

For a while now, I’ve been of the mind that L.L. Bean appears to have downsized their role in the hunting and fishing world to capitalize on clothing sales, and I’m sure Cabela’s is well aware of this shift, and plans to take advantage of it. 

Regardless, it’s refreshing to see a new hunting and fishing store open its doors, and Maine outdoorsmen will soon have plenty more options when shopping for new gear.