L.L.Bean Opens 15,000 Square Foot Store in Paramus

L.L.Bean, the soon-to-be 100-year-old retailer that sells clothing and equipment for the outdoors, celebrated the grand opening of its 17^th store outside of Maine at on Friday and Saturday.

Roughly 1,000 people created a line that stretched from the store’s main door, through the mall center and out to the parking lot. Eager customers began gathering at 8 p.m. Thursday evening.

The Paramus location is just the second L.L.Bean in-mall store at 15,000 square feet. The other is in King of Prussia, Pa.

“What sets Paramus apart from that store is that the Paramus store has an interior and exterior entrance," Laurie Brooks, a spokeswoman for L.L. Bean, said. "With an exterior entrance it makes it easier for customers to purchase and transport items such as kayaks. We don't sell kayaks in the King of Prussia store although customers may purchase via the phone from our stores. The Paramus store, at 15,000 square feet, is part of our newest retail model—smaller stores that allow us to open quickly and change product assortment quicker.”

She also adds, “There are many factors that we analyze as we look to open regional stores including proximity to existing L.L.Bean customers (we have many L.L.Bean customers on file in the North Jersey area), mall/store space, and proximity to abundant outdoor recreation opportunities.”

Denise Carlo and Bobby Crespo, first on line, were anxious for the 9 a.m. opening.

“We’ve been LL Bean fans for quite some time,” Carlo said. “But we’ve had to cut back a bit. We’re here to help the kids out, get my hubby here a new coat for Christmas, and maybe get myself a new coat.”

“I’d like to get the kayak myself,” said Crespo, who often dresses up as Santa during the holidays for children. “I like giving—playing Saint Nick.”

In fact, he and Carlo both did so, utilizing a $100 gift card they won to purchase a surprise gift, a hood sweater, for mall security guard Andrew Eliott, who made sure throughout the evening that their needs were taken care of.

Louise Harris, Joyce December and Wayne Blades came from Irvington.

“I used to go down to the outlets in Flemington,” Harris said. “The store closed down in Flemington, so I heard about this opening on the radio and decided to come here.”

Brooks attests to L.L. Bean's quality, and its determination to please its customers.

“We don't want you have anything from L.L.Bean unless you are completely satisfied," she said. "Our customer service is legendary and we continue to rank No. 1 in national customer satisfaction surveys such as Bloomberg and the National Retail Federation. L.L. Bean products can withstand the test of time and we ensure that our products are of high quality, thoroughly tested and offer value to our customers.”

But like all retailers, L.L.Bean has seen its revenues decline with the current economic recession—but not by much. 

“Last year our revenues were $1.44 billion, down from $1.5 billion the previous year,” Brooks said. “L.L.Bean is a well run company and has been able to control general and administrative costs while rolling out free shipping on all orders with no minimum and no end date and at the same time increasing profits, even when revenues were down slightly. We are cautiously optimistic in regards to this holiday season.  All our channels, including retail, are currently meeting or exceeding budgets goals. We continue to employ more than 5,000 year-round US employees and that number grows to 9,000 with our seasonal employee force.”

Rob Gilbert, a Professor of Sports Psychology at Montclair State University, one of three $500 gift-card winners, was in line with Deborah Lynch of Oradell and Marlene Macrae of Allendale.

“The nice thing about this was everyone got something,” Gilbert said of those in the long line.

Lynch, who has a son who enjoys skiing, arrived during the evening “just to get a gift card and see the store. I’m hoping for decent something.” Her gift card contained $10. 

Celeste Ricketts, who works overnight at the Plaza Hotel in New York City and calls herself a "7:30 a.m. shopper,” was planning on buying some Christmas gifts.

“I’m loving the sweaters,” Terry, her husband, said. “They look warm.”

L.L.Bean, 700 Paramus Park Mall, Paramus, (888) 490-3837, www.llbean.com

Download the movie