Retailing, Franchising, and Consumerism Business Intelligence in China

First L.L.Bean Store to Open in Beijing in September 2008

L.L.Bean, a retailer of outdoor gear and apparel, is opening its first store in China's capital Beijing this month.

The store will be located in the Solana Mall in Beijing and will be operated through a joint venture between the 96-year old Maine outfitter and Youngone Corporation of Korea. The open-air lifestyle shopping center Solana Mall is located in Chaoyang Park, one of the largest urban parks in Asia.

The store opening marks the first time that L.L.Bean products are available directly to consumers in China. The Beijing store will offer about 300 square meters of retail space, and is the first of five L.L.Bean stores scheduled to open this year as part of the company's China-based joint venture.

The store has been designed as a "total outdoor lifestyle shop" and will provide a product assortment to support the growing active outdoor lifestyle in China. L.L.Bean product offerings will include men's, women's and children's outdoor apparel and footwear, luggage, and a selection of outdoor sporting goods including hiking and camping equipment.

Planning is currently underway for the Solana store's grand opening. There will be a number of special events and activities and special archival displays of vintage products and photographs reflecting the heritage of the company.

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