Finding Success in the Great Outdoors: How Bean Lived his Dream

When Bean died in 1967, the executives at the company he had founded were not sure if they should publicize his death. Bean’s attachment to the company was such that most customers believed he himself still personally tested each product and tended to each of their orders. His successors feared that if people knew he was gone, that perception would be eroded and the company would lose ground. They considered keeping his death a secret, until a television news show got wind and broke the story. That was the importance that Bean, at 94, still had on his company. But just how did this outdoorsman create one of the most successful and innovative mail-order catalogue companies of his time?

Planning: With his Maine Hunting Boot, Bean knew that he was creating a product that was meeting an age old demand. He knew, too, that it was not a demand that was about to go away. For as long as people wanted to spend their time outdoors, Bean wanted to be the one outfitting them and serving their needs. Thus, by reinvesting in his company and focusing on durable and classic products, Bean set his sights on long term success.

Service: In 1917, Bean opened what would become his flagship store on Main Street in Freeport. But, it would be no ordinary store. Bean decided that he wanted it to be open 24 hours a day to service his customers at any time of day or night. Thus, since implementing that policy, the store has been closed only twice – once on the day of John F. Kennedy’s funeral, and once when the state changed its blue laws. Bean’s commitment to his customer was the company’s number one fundamental principle when he first began, and continues to be so today.

Hands-On: Bean did not keep himself held up in his corporate office all day or restrict his involvement in the company to board meetings and executive decisions. Whether it was a new hunting jacket or new fishing tackle, Bean was right out there in the woods trying his products out. He was as hands on as it gets, and that is why customers knew they could trust what they were buying. If Bean, an avid outdoorsman, liked a product then chances were that they would too.

Networking: Everybody was doing it, wearing L.L. Bean that is. From the most adventurous athletes to high-profile politicians, it seemed as if the Bean brand was everywhere. And that was the result of a carefully planned strategy of non-stop networking on the part of its founder. In doing so, Bean’s growth was aided tremendously by positive word of mouth.

Marketing: L.L. Bean might be the company of choice for outdoor adrenaline junkies, but Bean was a simple man and he liked to keep things simple. His catalogues were filled with honest and practical text, while its images were real depictions of where his customers could find themselves in the outdoors. He wanted his copy, like his products, to be useful, and believed they would speak for themselves.

Today, L.L. Bean continues to be a global success, with stores as far as Tokyo. Its flagship store is one of the most popular tourist attractions in all of Maine and brings in millions of people each year. Bean may no longer be at the helm, but his impact on the company he founded and the industry as a whole remains strong.

Finding Success in the Great Outdoors: How Bean Lived his Dream

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