L.L. Bean's famous outdoor boot and signs are seen outside the store in Freeport, Me., Tuesday, June 5, 2007.Pat Wellenbach/The Associated Press
L.L. Bean, known for selling its trademark boots via catalogue for more than a century, plans to make a bigger push into brick-and-mortar retail by more than tripling the number of locations over the next five years, officials said Wednesday.
The Maine-based company, which is coming off five years of increasing revenue, will open four stores this year before accelerating growth with a goal of "at least 100" by 2020, president and CEO Chris McCormick told workers in a memo Wednesday.
It's an ambitious push for a company that currently has 26 full-price retail stores – along with a handful of outlets – that stretch from the Northeast to Minnesota and Colorado.
The strategy makes sense in an era where shoppers have come to expect the convenience of making purchases in stores, on phones and on computers, said retail analyst Walter Loeb. Some shoppers make purchases online and have them shipped to stores, while others go to stores to see products before ordering online, he said.
"By having more stores they become more of a brick-and-mortar force," Loeb said from New York. "Brick-and-mortar stores will enable more customers to shop comfortably. It's a good idea."
The board of the family-owned company, which met Wednesday in Freeport, announced a bonus of 5 per cent for its 5,300 year-round employees. That amounts to about $1,500 (U.S.) to $2,000 for the typical full-time hourly worker, the company said.
Sales grew 3 per cent to $1.6-billion in the past fiscal year.
The company created when Leon Leonwood Bean sold his original "Maine hunting shoe" in 1912 has been on a tear, and sales of the rubber-bottomed, leather-topped boot have been leading the way.
Demand for the boot has surged, with production of 450,000 pairs over the past year. This spring, the company is installing a second injection-moulding machine to boost capacity and is hiring dozens more workers to bring the shoe-making work force to 500.
The company is midway through a $150-million capital plan to upgrade its systems, and an additional $100-million will be spent this year on growth initiatives, McCormick said.