L.L. Bean Case - Leon Leonwood Bean

L.L.Bean, Inc. has been a trusted source for quality apparel, reliable outdoor equipment and expert advice for more than 95 years. The company appeals to many different demographics by consistently changing their products and staying ahead of the curve. "We get out into the field as much as we can at L.L.Bean and do the same things that our customers are doing," explained company President Chris McCormick. "We use our own products so that we have a better idea of how they're performing. This practice helps us identify better with our customers' experiences and needs." This is one of the extra steps that L.L. Bean takes to ensure that their products meet the highest standards and will satisfy even the most particular customers.

Leon Leonwood Bean founded the L.L. BEAN COMPANY in 1912. The company first started off as a one-man organization and grew into a billion dollar global organization. Leon Leonwood Bean began his business by developing a waterproof boot, which was targeted to hunters; he called it the 'Maine Hunting Shoe.' Although receiving an initial rush of orders, the company did not reach immediate success. There were some initial problems with the manufacturing of the merchandise and many of the first sales were returned. However, L.L. did not give up, he took out another loan and although it almost put him out of business he refunded the purchase price of every returned item. L.L. mailed more brochures and many of his customers returned to buy the revamped items. L.L. learned very early in his career the value of personally testing every product and keeping his customers satisfied; values that still resonate through the entire company.

Currently, L.L.Bean is an online and retail company that sells outdoor equipment including backpacks, luggage, tents, camping gear, electronics to name a few. The company also produces a full line of clothing for men, women and children. Leon Gorman, L.L.'s grandson, joined the company in 1960. When he first came to work at L.L.Bean in 1961, the average employee age was 60 and sales had leveled off at around $2 million. In 1967, Leon Leonwood Bean passed away at the age of 94. Some of those closest to the company wondered if it could go on without L.L. Over fifty thousand letters of condolence poured in from customers all over the country. Leon Gorman took over as company president in 1967 and began to lead the company's transition into a modern, world-class organization. He implemented a computerized inventory/mailing system, moved manufacturing to an updated facility and built a 310,000-square-foot facility with over a mile of conveyer belts. The expansion of credit card systems allowed for customers to place orders electronically and through catalogues 24-hours-a-day. Rapid growth and expansion continued into the 1980s. In the early '80s, the company added fitness centers and walking trails to encourage employees to achieve and

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