L.L. Bean doubles down on rugged Maine roots, keeping AI at a distance
L.L.Bean, founded in 1912 by Leon Bean after a drought of wet feet, remains privately held and rooted in Freeport, Maine. The brand emphasizes its brick-and-mortar presence (about 60 stores in 22 states, with the flagship Freeport store renovated for $50 million and open 24/7) and keeps the iconic catalog alive with old-school photography, even as it cautiously explores AI. The company is not pursuing aggressive AI adoption due to concerns about environmental impact and a belief in maintaining a personal, human-centered selling experience.
