L.L. Bean sees exciting new market as it opens at UTC

Kenon Mitchell, the district manager for L.L. Bean, gave a little chuckle as she described her company's excitement of opening its first store in Florida at 111 North Cattlemen Road in the University Town Center of Sarasota.

"It will be the first L.L. Bean with palm trees in the front," she said.

Indeed, it would seem to be an unusual fit for a company that was founded in 1912 and that long has been known for its rugged outdoor wear. Its release for the new store noted "that every L.L. Bean product is designed in Maine to be durable and functional, with a heritage style."

Mitchell quickly noted that L.L. Bean outfits its customers, even the Northeastern ones, with clothing appropriate for all 12 months, meaning that the company has long produced swimwear, t-shirts, and flip-flops, among other summer wear.

"We've always had tropical wear," she said.

She also said that Florida is known for being a place with "incredible outdoor adventures." She said her company wants to serve individuals who love the outdoors and appreciate all that Florida has to offer."

To this point L.L. Bean hasn't had a storefront south of Virginia Beach, Virginia.

"Our strategy has been about exploring the Southeast," she said.

But it's been nine years since L.L. Bean opened its Virginia Beach storefront.

Even so, Jason Sulham, manager of public affairs for L.L. Bean, said his company simply wanted to go where its customers are.

Sulham said he grew up in Vermont and Main wearing and using L.L. Bean products. It was part of the lifestyle "from the backpack I wore as a kid to what I am wearing today."

Sulham was sporting a L.L. Bean vest and shirt, and he said everything else he was wearing, head-to-toe, was from the company.

Although the store at UTC will be far from L.L. Bean's headquarters in Freeport, Maine, both Mitchell and Sulham said plenty of the Florida residents in Sarasota and Manatee counties have connections to the Northeast, and have been customers of the L.L. Bean catalogue.

Mitchell said the company does study its catalogue customers and has a good idea of the draw in Florida.

"We can pool our company profiles," she said.

The UTC store will give Florida residents who aren't familiar with the L.L. Bean products to look them over in person. And for everyone — customers old and new — they will have a brick and mortar building where they can try on clothes and other items.

Mitchell said the company is excited about introducing its Florida-friendly items.

"We have great outdoor, warm-weather clothing," she said. "And all the swimwear and footwear. We outfit the whole family. UTC is a perfect fit for us."

The store will be 17,000 as L.L. Bean replaces the Bed, Bath and Beyond that was previously in the building. Mitchell said a leadership team of five already has been hired to run the new store, which will utilize about 30 employees at this stage.

The UTC area is an ultra-competitive market, but Mitchell said L.L. Bean likes the competition.

"We want to be near our competitors and we are proud of our heritage of producing quality products," she said. "We're going to be a center where the other retailers will help to drive the traffic."

She estimates that the store will be open the first week of May.

Sulham is confident the new store is the start of something big for L.L. Bean. He was asked why the company picked the Sarasota market as opposed to Miami, Tampa, Jacksonville or Tallahassee.

'We look for locations that are seen as gateways to the outdoors," he said.

Among L.L. Bean's offerings will be lightweight sun-protection shirts, moisture-wicking shorts, linen pants, seersucker tops and outerwear, sandals and water shoes, and swimwear for the whole family.

In a L.L. Bean release, Chief Retail Officer Greg Elder said, "Our founder, Leon Leonwood Bean, believed that we’re at our best when we are outside, so we’re excited to open our first store in the Sunshine State. This new location will give both Floridians and visitors a selection of style and function for all that Florida has to offer. Whether people are enjoying Florida’s beaches, hiking its scenic trails, exploring its legendary parks, or retreating to the A/C, we’re here to provide the clothing and footwear to make every moment enjoyable.”

As a precursor to the opening of the new store, L.L. Bean is sending its Bootmobile to the region March 29 through April 5 to make various stops. The Bootmobile is a GMC Sierra vehicle that has been designed to look like the iconic L.L. Bean boot. It's schedule of appearances has yet to be announced.