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L.L. Bean, Inc | Company Profile, Marketing Contacts, Media Spend, Brands

Founded in 1912, L.L.Bean sells outdoor activity apparel and equipment by way of retail franchises as well as catalogs. The company is headquartered in Freeport, ME.** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (207) 865-4761
Main Fax (207) 552-2802
Primary Address
15 Casco Street
Freeport, ME 04033

L.L. Bean, Inc Contacts

Contacts (5/23)
Name Title State
Shawn G. Chairman ME
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (207) 865-4761
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 15 Casco Street
Freeport, ME

Mark F. Chief Financial Officer ME
Jean W. Chief Information Officer ME
Stephen S. President & Chief Executive Officer ME
Chris M. Chief Brand Officer ME

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
L.L. Bean, Inc. ********

Agency Relationships

Brand Agency Service From To
*.*. ****, ***. ******** (******** ** ****** **** *.*.) Media Buying, Media Planning 2014 present
*.*. ****, ***. ***** ********* Public Relations unknown present
*.*. ****, ***. *****, ***. Digital unknown present

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Score 33: Future Possibility – LL Bean taps former marketer as first ‘outsider' CEO

Subject: digital, print, cable TV, radio, social media

Company: Winmo Profile), Freeport, Maine-based outdoor recreation and clothing provider. 

Opportunity: LL Bean has, for the first time in its 103-year history, tapped a CEO from outside its ranks. Steve Smith will join the retailer in January, when current CEO Chris McCormick retires after 14 years. Smith currently lives in Shanghai and serves as CMO and chief merchandising officer for Walmart-owned Yihaodian. Smith’s e-commerce experience will be important in the coming months, as the retailer continues to focus on this aspect of its business. Even though online orders surpassed phone and mail orders in 2009, LL Bean is still a catalog company – a fact that shouldn’t be downplayed, even in our online world. 

Smith’s first order of business will be to cut down the Bean Boot backlog (the waiting list for these boots reached 100,000 customers this spring). He will also lead the company’s digital push, so sellers should look for revenue in that channel.  LL Bean  named Bill Pond as VP of e-commerce this summer (he had previously been VP of international).


Last year, LL Bean named IPG’s Mullen Lowe Group handles media buying and planning. Both of these relationships are relatively new, so changes may not come quickly. However, Smith is a former marketer (from outside the company) and LL Bean’s CMO has been in the position for over 10 years, so the company could begin taking stock of current partners next year. 

Additional Information

Experience:Before serving as CMO for Yihaodian, Smith was SVP for Walmart International. He has also served as CMO for Asda Stores and CMO of Walmart China. 

Note that McCormick was technically the first CEO of LL Bean that was not a member of the family, but he had worked at the company for more than a decade before taking the top spot (this make LL Bean sound slightly like the mob).

New Store Launch: McCormick previously announced plans to triple the number of stores to at least 100 by 2020. The push will include L.L. Bean’s first West Coast presence with the opening of stores in the Pacific Northwest.

Media Spend: According to Kantar Media, LL Bean spent $28.7 million on measured media in 2014. Note that H1 2015 ($4.4 million) is down slightly from H1 2014 ($5.1 million). Bean has an MediaMath demand-side platform (DSP).

TV Breakdown: Spot reports that LL Bean has only spent $268,000 on national TV ads so far this year – up from $34,200 from the same period 2014. The most money has been spent to air ads on The Weather Channel, Outdoor Channel, CMT, TV Land and National Geographic. 

Digital Breakdown: Per Moat, LL Bean has run 356 display ads on 6,436 publishers so far this year (<1% mobile). Top publishers include:,, and The company has also run 131 high impact ads (on sites such as, Intellicast and USA Today) and nine video ads (including, and

For the same period 2014, 582 creatives were run on 5,260 publishers (, and are among the top publishers). 

Winmo Profile)
15 Casco St.
Freeport, ME 04033
(207) 865-4761

Steve Fuller 
Chief Marketing Officer
(207) 865-4761

Bill Pond 
Vice President, e-Commerce
(207) 865-4761

Emily Carville 
Director, Advertising & Online Marketing
(207) 865-4761