In Search of L.L. Bean

by M.R. Montgomery

A veteran journalist examines the mystique and reality of the large and successful mail-order company and of its marketing techniques and provides profiles of its founder and of Bean customers, past and present

Genres: Biography, History

242 pages, Hardcover

Published January 1, 1984

Reviews

[Karen Wright]

READ ABOUT 20% AND DIDN’T CARE FOR IT 2/15

[Marian]

Fun read if you: a) like any part of northern New England but especially Maine.. b) are interested in retail/catalog sales but especially L.L. Bean. Wish I had access to some of those old catalogs!

[Susan]

fair, verbose at times, dated

[Anne]

Chronicles the birth and subsequent growth of the mail order company founded by Leon Leonwood Bean in Freeport, Maine. Realizing that his Maine neighbors needed nothing but their everyday clothes to hunt in, Bean sought customers among the “sports” from the wealthier classes who patronized the Maine hunting and fishing camps. After L.L.’s death in 1967, his grandson Leon Gorman took over the reins and the whole enterprise underwent a complete change, growing by leaps and bounds until it plateaued during the 82-83 season. Since this book was written in 1984, I am somewhat curious about the current state of the enterprise.