When we think of L.L.Bean, we think of the comfort of flannel and red and black plaid pajamas. The American chain, founded in Maine in 1912, has managed to cross the ages. She’s a bit outdoorsy what Ben
Why move to Quebec now?
“We were already there with our website and we saw tremendous growth in Quebec and Canada,” says Charlie Bruder, Vice President, International and Sales. Since 2018, in Quebec specifically, our business has doubled. »
According to him, the opening of stores to serve Quebec customers in French will double sales once again.
L.L.Bean launched a Canadian version of its website in 2018. The following year, the chain entered The Bay stores, offering a showcase corner. The concept has since been abandoned. The same year, in 2019, it also opened its first branch in Ontario – there are now 13 stores in Canada, soon to be 15.
The first Quebec store will be at Promenades St-Bruno, the second at Faubourg Boisbriand. This one is due to open in September. The one on the South Shore will open on August 25.
According to Charlie Bruder, the outdoor market is still doing very well in this post-pandemic era.
“Growth continues,” he says, noting that because L.L. Bean offers a wide range of products, sales have shifted during the pandemic.
“It was fascinating because we could see consumer behavior through their purchases. »
Sales of pajamas and slippers surged first, followed by those of outdoor products in May and June 2020. Then, outdoor equipment hit a high: kayaks, tents, walking shoes. .
Growth in this sector continues in Quebec and Canada, says the L.L.Bean representative.
While sales of outdoor clothing and equipment have jumped since 2020, there is no shortage of places where enthusiasts can get their tents and snowshoes in Quebec.
SAIL, SportsExperts, LaCordée, Latulippe and other Mountain Equipment Coops already have a good share of the market.
And if nature has taken back its rights during the pandemic, buying local has also gained ground in the hearts of consumers.
How does the American chain think it can carve out a place for itself here, in this context?
“I think our positioning is excellent. We have quality products, at fair prices – not entry level, but quality, reliable year after year, from one generation to the next. We will be able to differentiate ourselves with relevant, sustainable products, says Charlie Bruder. And so much the better if there is competition, it means that there are interesting customers in the area. »
Charlie Bruder insists employees are a game-changer for L.L. Bean. This explains, according to him, that the channel has managed to keep this bohemian aura. That, and the quality of products that resist fads. “Timeless charm,” he says.
Beyond the charm, a first major challenge awaits L.L. Bean: hiring specialized labor in the open air, while employees are scarce. The retailer is looking for around 40 employees for its two Quebec stores.
Founded: 1912, Maine, by Leon Leonwood Bean. The company began by selling a single product, the Maine hunting shoe, in a one-room location.
Number of stores: 58 in the United States, 25 in Japan and 13 in Canada – 15 with 2 in Quebec.
Management: still family owned; Shawn Gorman, great-grandson of Leon Leonwood Bean, was named chairman of the board in 2013.
