A Thank You To L.L.Bean Fans


Oh, what a year it has been. From kicking off our 100th Anniversary with a giant boot-on-wheels to celebrating with family and friends at our Hometown Celebration in Freeport, we have had a year full of new memories, giveaways, roadtrips and outdoor discoveries. We say “thank you” to all our customers, fans, friends and neighbors for celebrating 100 years with L.L.Bean. Now, let’s take a look back at some of our favorite moments during this milestone year.


Fireworks at L.L.Bean’s Hometown Celebration

Fireworks at L.L.Bean’s Hometown Celebration


The Million Moment Mission


Your moments this year were worth a million. We kicked off a year-long Mission in January with one goal – for every “moment” shared with us on social media (a Facebook like, a tweet, a visit to our Bootmobile, a Foursquare check-in, etc.), we would donate $1 to the National Park Foundation’s “America’s Best Idea Program.” The program connects underserved youths with our national parks – and we wouldn’t have been able to help without you.


We completed the Mission, and the donation went right to work, making the outdoors accessible to over 60,000 children.


Here are some “moments” that you shared with us throughout the year.


Your adorable L.L.Bean babies.


L.L.Bean Wagon & Children


L.L.Bean Tote and Baby


L.L.Bean Tote and Baby


L.L.Bean Fishing Gear & Baby


L.L.Bean Kid Raincoats & Triplets


And your adorable L.L.Bean pets.


L.L.Bean Slipper and Puppy


Bean Boot and Kitten


Dog in Boat and Tote


L.L.Bean Dog Bed and Dog


Puppies in Boat and Tote


You shared your outdoor activities of all kinds.


L.L.Bean Kids Playing Outside


GOGG Winner Johanne


GOGG Winner Backpacking


L.L.Bean Snow Tubing


Kayakers with L.L.Bean


Girls outside L.L.Bean


The Get Out(fitted) Gear Giveaway and Discover Something Advertising Campaign

You also shared with us through our Gear Giveaway, which was a great success with over 15k  entries. We asked you what outdoor experience you always wanted to have and what gear you would need to get started. Here are a few of our winners:


GOGG Winner Amy


GOGG Winner Debra


GOGG Winners


GOGG Winner Claire


Some Gear Giveaway entries became part of our national advertising campaign, “Discover Something.” That’s what happened to Ashlyn O.



L.L.Bean customer, Steven Gadecki, sent his beloved backpack to our archives. We liked his story so much that we made him a part of our advertising as well – and he continued to support the Mission as the year went on.



Steven Gadecki Thank You to L.L.Bean

Steven Gadecki and his family


The Bootmobile

Our Bootmobile, created just for our 100th anniversary, provided many opportunities to share in special moments with you – from New York to Boston to special “gear deliveries.”


LL Bean Bootmobile in Kenmore Square (John Mottern/Feature Photo Service for L.L. Bean)

Wally the Green Monster visits the Bootmobile during opening day for the Boston Red Sox


GOGG Winner David Pinsent with Bootmobile

Gear Giveaway winner David P. with Bootmobile driver Chris.


Bootmobile and Bean Boots

The Bootmobile, during the Fourth of July Parade at Hometown Celebration


L.L.Bean and Fenway Park

Another icon – Fenway Park – also celebrated 100 years in 2012.  Our shared milestone anniversaries inspired the creation of a limited-edition Fenway Boat and Tote.  We handcrafted 2,012 totes, made from the 2011 season infield rain delay tarp, in our Brunswick, Maine, factory.


Red Sox signed Boat and Tote

Fenway Boat and Tote #1,912 signed by the Red Sox 2012 team roster and donated to its Jimmy Fund Auction


Wally the Green Monster and friends

L.L.Bear joined Wally the Green Monster, and Maine mascots Crusher and Bananas the Black Bear for Maine Day at Fenway Park.


We surprised Red Sox fans wearing L.L.Bean with free gift cards.


Sox fans with L.L.Bean gift cards


New Store Grand Opening – Danbury, Connecticut

We set up a photo booth at the new L.L.Bean Danbury store and asked customers to get creative with the photo props.


L.L.Bean Danbury Store Opening



L.L.Bean Danbury Store Opening

L.L.Bean Danbury Store Opening


Special Catalog Covers and Guest Bloggers

Indeed, we celebrated in all sorts of ways throughout the year. For example, we commissioned four reinterpretations of classic catalog covers by photographer Randal Ford.


Randal Ford Summer Catalog

Summer 2012 catalog


And, in celebration of National Parks and Recreation Month, we featured five guest bloggers from national parks across the country: Acadia, The Everglades, Hawaii Volcanoes, Yellowstone and Denali.


Denali Puppy

Guest blogger and Denali Kennels Manager Jen Raffaeli


Acadia Ranger

Guest blogger and Acadia ranger Ardrianna


The Final Four

We then rounded out the year with four special activities. We hosted an Art Car Campout in Freeport, Maine, with some of the Bootmobile’s buddies.


Art Car Campout

The Peeps Peepster, the Bootmobile, the Lindt Gold Bunny Car and the Oscar Mayer Wienermobile with their drivers.


We brought a “Wintervention” to ten college campuses across the Northeast in an attempt to save some college students from the chilly weather.


Colgate University Skiers in Bathing Suits


And we celebrated the holidays with our annual Northern Lights celebration in Freeport and a “very merry” Pet Photo Contest.


L.L.Bean Tree Lighting

Northern Lights Tree Lighting at our flagship store


L.L.Bean Pet Contest Winner

One of our Pet Photo Contest winners – Kenzie and Timber


You can see more of our favorite moments from the year here.


Thanks again to all our fans and friends, for without you we wouldn’t have made one million moments and 100 years of quality memories. We’re looking forward to our next 100 years!


Do you have a favorite L.L.Bean moment from 2012? What are you most looking forward to in 2013?

  1. Emily B | December 25, 2012 | 11:29 am

    A lovely wrap up! What a year…

  2. Robby | December 29, 2012 | 10:11 am

    Such a great store with great tradition, quality and products. Here’s to your next 100 years. Keep up the good work.

  3. Debby P. | January 20, 2013 | 9:55 am

    Have ‘loved’ LL Bean products for many years! I always ‘check you out’ first when in
    the ‘market’ to buy. Would like to ask something ‘special’ from you, though. Lately,
    I’ve been looking for flannel shirts for my husband. He is an ‘older’ man and gets cold
    easily, even inside! He is just under six feet tall and doesn’t really ‘qualify’ for the Tall
    Mens’ sizes in shirts. However, his shirts always pull out in the back and really annoys
    him! So, we’ve been looking for the old-fashioned Long-tailed flannel shirts. Spent hours
    searching on-line with very limited results! The few we did find would require us to take
    out a ‘loan’ to be able to afford! So, we don’t need ‘lined’ Flannel shirts, just something
    longer so it stays tucked in! If reasonably priced, I’d buy him a ‘wardrobe’ of them!
    Hope you’ll consider offering this item. He can’t be the ‘only’ guy needing some ‘extra
    length’ to his shirts! Thank You!

    Transplanted Yankee! :)

    • Laurie | L.L.Bean | January 20, 2013 | 4:44 pm

      Hi Debbie, Thanks for sharing your comments and suggestion. Has he tried our tall shirts? You can always give it a try and return it if it doesn’t work out for him. Thanks ^LB

  4. EUGENE ROSS | March 7, 2013 | 10:36 am

    LL BEAN:



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