US outdoor brand L.L. Bean targets UK festivals for growth

US outdoor brand L.L. Bean targets UK festivals for growth

Outdoor retailer L.L Bean is setting its sights on Britain this summer with the intention of bringing its distinctive New England style over the pond by setting up pop-up shop at a number of events and festivals.

The brand will be present at the Edinburgh Fringe Festival, BBC Countryfile Live in Oxfordshire and the Timber Festival in Derbyshire among others, giving outdoor lovers then chance to see the brands products in the flesh such as its trademark boots and hand-stitched boat and tote bag.

Each pop-up location will also provide a range of experiences to engage people such as tree-climbing, kayaking and survival skills courses, with retail specialists Salts Huby and experiential specialists Hyphen helping to bring the experience to life.

Chris McDonough, L.L.Bean chief brand officer and head of international development, said: “This is a fantastic opportunity for L.L.Bean because so many people in UK share our love for the outdoors and have amazing opportunities to experience the outstanding natural beauty of the country. We have a strong e-commerce customer base in the UK, and we’re excited to bring our great outdoor products directly to more customers by popping up at outdoor festivals and events this summer.”

Specialists in mail order and online sales, the brand sells direct to over 200 countries via its website but its physical presence has been restricted to the US and Japan – until now.

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