L.L. Bean eyes Canada for e-commerce expansion

L.L. Bean is eyeing a digital expansion to the far north.

Specifically, L.L. Bean is strongly considering the launch of a separate Canadian web site. “The Canadian market is strong and growing for L.L. Bean and we see a unique Canadian web site as a great opportunity to expand our business and improve the shopping experience for our Canadian customers,” says Kathleen Robinson, senior manager of international marketing and operations.

L.L. Bean isn’t saying exactly when it will launch its online venture in Canada. But in each of the past three years, L.L. Bean’s sales to Canadian customers through its current web site, catalog and stores have grown by around 30%, the company says. Canada is also a growing e-commerce market and close to L.L. Bean’s headquarters in Freeport, Maine. In 2007, Canadian web shoppers are expected to generate sales of about $10.5 billion, an increase of 26% from estimated e-commerce sales of $8.3 billion in 2006, according to eMarketer.

“We are looking to boost our presence in Canada with an in-country catalog, a web site and ultimately a retail presence,” says Zane Shatzer, L.L. Bean general manager of international new market development.

L.L Bean, No. 22 in the Internet Retailer Top 500 Guide, already has an international presence in Japan. In December, L.L. Bean opened a store in Yao City, a suburb of Osaka, and will build four more Japanese stores in 2007, bringing the total number of locations to 19.

“With our domestic retail expansion effort well under way, it makes sense to start thinking about diversification and expansion in other markets,” says Chris McCormick, president and CEO of L.L.Bean. “Of particular interest are international locations with a strong outdoor orientation, where customers can put L.L.Bean products and gear to the test right in their own backyards.”