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L.L. Bean: The Making of an American Icon
L.L.Bean is one of only a handful of American companies to have attained almost legendary status in the minds of its consumers. Thanks to the integrity of its product line, consistently strong brand association, and the ability to change with customers needs, L.L.Bean embodies the best qualities long associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity. Written by Leon Gorman, grandson of founder L.L., this is the first authoritative, true-to-life account of the iconic retailer and its quirky history and culture. This engaging account candidly reveals Gormans behind-the-scenes struggles to preserve the identity that built Bean as he also opened the door to needed change. Woven throughout the narrative are themes that will resonate with managers and general readers alike: how to shape a powerhouse brand around bedrock beliefs and values, how to balance growth and tradition, and how to craft and preserve an authentic corporate identity.Far from a tranquil journey, the story reveals the funny, poignant, and often engrossing details of managing the L.L.Bean legacyduring the best and worst of times.
336 pages, Hardcover
First published October 1, 2006
30 people are currently reading
378 people want to read
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Displaying 1 - 30 of 44 reviews
June 24, 2024
Chosen by random # reading, #768. This was an interesting look into a company I’d first become aware of through my mother-in-law who has always raved about L.L. Bean’s quality products. I have since become interested in learning more about the company & what sets it apart from the rest. Enjoyed reading about how the company evolved over the years & have been convinced of its value among the many other outdoor brands that exist today.
November 12, 2013
Great book, describes how the grandson joined the company in the 60s, became CEO and his story until retirement in the 200s.
Points which impressed me are;
LL Bean had a focus on image before it became fashionable, they actually called it mystique initially for lack of a better term. The story shows that if you consistently focus on your brand and its story, it will pay off in the long term. It does mean you have to forgo incremental short term profits at times, but it's worth it.
The primary manner how LL Bean focused on keeping their identity is merchandising, a differentiated product mix, the book quite openly discusses some of the tensions this created at times within the company which I found very interesting.
In 2000 Ll bean was already successful in e-commerce, the NY times called LL bean an e-commerce star and attributed their success to "a stubborn adherence to customer service and a steadfast refusal to let excessive technological wizardry interfere with shopper's experience on the website".
Again a focus on their brand and simplicity, good example for many companies.
All in all a great read which I recommend.
Points which impressed me are;
LL Bean had a focus on image before it became fashionable, they actually called it mystique initially for lack of a better term. The story shows that if you consistently focus on your brand and its story, it will pay off in the long term. It does mean you have to forgo incremental short term profits at times, but it's worth it.
The primary manner how LL Bean focused on keeping their identity is merchandising, a differentiated product mix, the book quite openly discusses some of the tensions this created at times within the company which I found very interesting.
In 2000 Ll bean was already successful in e-commerce, the NY times called LL bean an e-commerce star and attributed their success to "a stubborn adherence to customer service and a steadfast refusal to let excessive technological wizardry interfere with shopper's experience on the website".
Again a focus on their brand and simplicity, good example for many companies.
All in all a great read which I recommend.
February 4, 2022
I’m a self proclaimed L.L fanboy and a fan of a good business book- a recipe for success going into this read. Unfortunately the writing style is repetitive and there are often whole paragraphs that don’t add to the theme of a chapter.
The first half is interesting as I think the history of the company is much better written than Leon describing his management style many times over.
That said, Leon’s approach to managing this company and seeing it through otherworldly growth decade after decade is truly impressive and there are some great lessons in here on quality, dedication and honest Brand management. It just could have culled about 50 pages of directionless text.
The first half is interesting as I think the history of the company is much better written than Leon describing his management style many times over.
That said, Leon’s approach to managing this company and seeing it through otherworldly growth decade after decade is truly impressive and there are some great lessons in here on quality, dedication and honest Brand management. It just could have culled about 50 pages of directionless text.
May 16, 2022
I've always respected LL Bean products and have used them for some time. This book gave me a newfound respect for the company. The history of this American staple is fascinating. The hardcover edition I have is beautiful.
April 17, 2025
As I’ve been diving into thrifted and “vintage fashion” more lately, I’ve come across the good ole L. L. Bean label.
So I found a book (reading will always be my first love) to learn more about it!
L. L. Bean was founded by a man of the same name in 1912–that’s 113 years ago!—who had designed a new and improved hunting boot (see front cover picture). His idea was to stick to representing and promoting an outdoor lifestyle; even clothes had to be functional, durable, and reasonable. Fast fashion and making money were NOT the priority.
So how do those ideals play out for a real-life business? Leon Gorman, son of L.L. and 40-year company leader/successor, tells us all about how he managed to outlive past-competitive brands (think of Land’s End and Eddie Bauer, which are both now extinct) and continue to be a $Billion+ company in 2025!
This book scored lower for me overall because I don’t have a head for business details 😴 but my respect for the brand has been achieved.
They cared about the environment before the government had incentives to do so. They had employee satisfaction through the roof by means of company field trip days; enormous annual bonuses; significant employee discounts, exercise facilities within the office as early as the 70s/80s; and they prioritized human working conditions oversees before it became ethically vogue. They just did it because they are a good company made up of good humans.
In conclusion: if you see L. L. Bean at goodwilll, grab it (and maybe even patronize their newer products) 😉
#llbean #leongorman #vintagefashion
So I found a book (reading will always be my first love) to learn more about it!
L. L. Bean was founded by a man of the same name in 1912–that’s 113 years ago!—who had designed a new and improved hunting boot (see front cover picture). His idea was to stick to representing and promoting an outdoor lifestyle; even clothes had to be functional, durable, and reasonable. Fast fashion and making money were NOT the priority.
So how do those ideals play out for a real-life business? Leon Gorman, son of L.L. and 40-year company leader/successor, tells us all about how he managed to outlive past-competitive brands (think of Land’s End and Eddie Bauer, which are both now extinct) and continue to be a $Billion+ company in 2025!
This book scored lower for me overall because I don’t have a head for business details 😴 but my respect for the brand has been achieved.
They cared about the environment before the government had incentives to do so. They had employee satisfaction through the roof by means of company field trip days; enormous annual bonuses; significant employee discounts, exercise facilities within the office as early as the 70s/80s; and they prioritized human working conditions oversees before it became ethically vogue. They just did it because they are a good company made up of good humans.
In conclusion: if you see L. L. Bean at goodwilll, grab it (and maybe even patronize their newer products) 😉
#llbean #leongorman #vintagefashion
January 4, 2019
This is a business book that taught two important lessons about what makes a good consumer business:
1) define clear brand positioning and stick to it - even though other brands started out as outdoor equipments back in the 1920s, many of them fell for the trend to become apparel retailers and became susceptible to the rise and fall of fashion trends. L.L. Bean stuck to clear branding to be outdoor company and kept a tight control of selection of merchandise. It was able to perpetuate that Maine mystique of outdoor activities and love for nature for many decades
2) customer service - from mail orders to e-Commerce, the key is always customer-first. L.L. Bean were able to do that by improving quality of phone reps, ease of reading of catalogs, and even 100% life-time guarantee. Too many it's not there anytime.
While the retailing industry is being disrupted by online behemoths like Amazon, it's comforting to read how L.L. bean reinvented itself across the past century. Hope that the company can survive this upcoming cycle as well while Pier 1 , Sears and others are bringing to their demise.
1) define clear brand positioning and stick to it - even though other brands started out as outdoor equipments back in the 1920s, many of them fell for the trend to become apparel retailers and became susceptible to the rise and fall of fashion trends. L.L. Bean stuck to clear branding to be outdoor company and kept a tight control of selection of merchandise. It was able to perpetuate that Maine mystique of outdoor activities and love for nature for many decades
2) customer service - from mail orders to e-Commerce, the key is always customer-first. L.L. Bean were able to do that by improving quality of phone reps, ease of reading of catalogs, and even 100% life-time guarantee. Too many it's not there anytime.
While the retailing industry is being disrupted by online behemoths like Amazon, it's comforting to read how L.L. bean reinvented itself across the past century. Hope that the company can survive this upcoming cycle as well while Pier 1 , Sears and others are bringing to their demise.
May 29, 2021
In business, this book teaches that one must make a real good quality product to make a good sale. And always make your customers happy at all times. This really made their business so successful.
Great book and interesting read about how L.L. Bean Company started its business. Their great grand father loved wild hunting and started to make quality leather boots for hunters. He soon started to make business out of it which was so fantastic. Then expanded to making any hunting apparels they could design and make. But they always make it good and quality.
Great book and interesting read about how L.L. Bean Company started its business. Their great grand father loved wild hunting and started to make quality leather boots for hunters. He soon started to make business out of it which was so fantastic. Then expanded to making any hunting apparels they could design and make. But they always make it good and quality.
January 1, 2020
I really enjoyed this book! It is not my typical genre by any means, but as a long time LLBean supporter, I thoroughly enjoyed learning more about the history of the brand and it’s strategic changes over the last 100 years. Even if you’re not interested in marketing, it’s a good book to read, and offers interesting insights into consumer behavior. I would recommend this to anymore interested in the brand, management development, and consumer confidence.
March 4, 2018
I enjoyed reading the first half of the book—mostly because the colorful stories of LL Bean and how he built his company. The book does go into detail about business, which is great for someone interested, but I personally enjoy stories. I’m not as interested in the nuts and bolts of the company. Overall it was an enjoyable read.
July 18, 2018
I really enjoyed reading the story of L.L. Bean. It was very business oriented but it gave the customer an opportunity to look into what goes in keeping a business afloat. I did not know the business what through all this stuff. I know a few people who have worked there and were happy. I also know about the cabins they have in Western Maine as that is where my parents live.
An interesting read!
An interesting read!
January 21, 2020
L.L Bean: The Making Of An American Icon by Leon Gorman is the story of how the legendary company came to be. Through their integrity of the products, strong brand association, and the ability to change with customers needs kept L.L Bean a staple for Mainer’s and New Englander’s alike. As the brand expanded product lines, their popularity would skyrocket. Soon becoming a world renowned name for quality.
Gorman is the grandson of founder L.L. and was one of the original employees after he finished his time in the service. He goes into great detail about everyday operations and layout of the store and product lines. Not much had changed, even today. The store is still situated in the original building (now multiple buildings attached to each other).
If you love the L.L Bean brand or are an avid outdoors person, then give this book a shot. Being from Maine, and growing up around the L.L Bean shop, it is really interesting to learn more about the history and values of old L.L Bean himself.
Gorman is the grandson of founder L.L. and was one of the original employees after he finished his time in the service. He goes into great detail about everyday operations and layout of the store and product lines. Not much had changed, even today. The store is still situated in the original building (now multiple buildings attached to each other).
If you love the L.L Bean brand or are an avid outdoors person, then give this book a shot. Being from Maine, and growing up around the L.L Bean shop, it is really interesting to learn more about the history and values of old L.L Bean himself.
April 14, 2020
Enjoyed immensely the book. It's a very straight and great story from Leon.
Liked how Leon took leadership of the company after L.L Bean passed away. Leon had the right attitude on how to run the company, and in particular by applying the TQM process. It really taught me why it is important to create a brand and what this brand stands for. On top of that, find people that understand your mission and are proud of representing the brand.
Liked how Leon took leadership of the company after L.L Bean passed away. Leon had the right attitude on how to run the company, and in particular by applying the TQM process. It really taught me why it is important to create a brand and what this brand stands for. On top of that, find people that understand your mission and are proud of representing the brand.
January 25, 2023
Really interesting read to learn about the humble start of this company, their values, and where they are today. The best part for me is that they are still a family-owned company with the same values that were important to L.L. Bean to begin with. Very readable, informative, and engaging throughout.
October 20, 2025
Pretty interesting at first learning about it the history of L.L. Bean, but then got into the business side of things for the second part. The story could’ve been told in a catalog (pun intended) as it got a little repetitive towards the end. If you read this book and don’t know L. L. Bean’s “Golden Rule”, then you didn’t read this book.
October 20, 2017
This is essentially an extended HBS case study for LLBean -- I recommend it to anyone interested in the nuts and bolts of how the company came to be and how it has evolved over time. Also a good read for those especially interested in marketing and branding.
November 30, 2018
This book has an overall great story to it. It talks about starting a business and watching it grow to family hardships that must be overcome to keep the business going. It talks about hunting, fishing and hiking throughout the Maine outdoors.
July 24, 2022
Awesome business book and great insight on what it takes to bring an awe inspiring, all-American lifestyle company into the limelight. LL Bean has a legendary story and a must read for business readers.
February 11, 2019
Major focus on how the company was run. Very detailed business tactics. I was more looking for a broad history of the company.
November 21, 2019
A good book for someone going into an entrepreneurial field. LL Beans values are awesome...if the world followed Beans values the world would be a great place....Honesty!!!!
February 25, 2021
Memories of my corporate days. PIP, TQM, SWOT, strategic purpose, vision statements, performance reviews. Decent read too.
July 29, 2021
A bit boring
November 1, 2021
Not the full-scale propaganda I expected. Actually pretty insightful on LLB's business, management wars, and various identity crises. A good book on business.
August 11, 2023
2.75/5 ⭐️
August 23, 2023
A good story. A good history of business movements and buzzwords through the years. Another book of a CEO patting himself on the back while paying consultants to tell him how to run his company.
Read
October 4, 2024DNF - it was super interesting for the first 80 pages but then I couldn’t get back into it. Felt repetitive after that point.
Want to read
September 29, 2025A
June 11, 2025
Kinda boring. Good American success story.
February 20, 2017
Good book interesting how LL Bean started the company and Leon kept to the strategy as time moved on. Keeping to the golden rules that LL set up! One of the things that LL would say when ask about moving the company forward was " It's good enough I have three meals a day and I can't eat four".
I also like how they would hire people who were into outdoor sports and they would go camping or fly fishing as a group until the mid 90s. LL only sold when he wore and what he liked and how it sold all those years... It does get into a lot of the business side and changes throughout the years and some of that was good and some was a little boring.
I also like how they would hire people who were into outdoor sports and they would go camping or fly fishing as a group until the mid 90s. LL only sold when he wore and what he liked and how it sold all those years... It does get into a lot of the business side and changes throughout the years and some of that was good and some was a little boring.
February 19, 2017
One of my favorites.
Displaying 1 - 30 of 44 reviews