Fittingly, the launch of the state’s first L.L. Bean store began with a T-minus countdown.

And “3 … 2 … 1 … 0,” the ribbon was cut Friday morning in a ceremony at Bridge Street Town Centre as the outdoor apparel retailer made its footprint in the Rocket City.

L.L.Bean’s new Huntsville store. (Courtesy)

“Opening our first store in Alabama is an exciting milestone for L.L.Bean, and we’re eager to become part of the Huntsville community,” said Corey Bouyea, vice president of stores and retail operations for L.L.Bean. “We look forward to welcoming guests during our grand opening weekend celebration and beyond, from longtime fans who have shopped with us online to new guests discovering L.L.Bean for the first time.”

The nearly 16,000-square-foot store brings L.L.Bean closer to customers across North Alabama, giving them the opportunity to shop their favorite products in person while exploring the brand’s assortment of four-season outdoor apparel and footwear.

“Demographically, it’s the target market we want,” said Mid-Atlantic District Manager Kenon Mitchell. “We want to get our name out to people who aren’t familiar with our brand. We’ve got 69 stores now and are opening about 10 stores a year looking for 100 total.”

The store-opening is an anomaly in an era of store closings and online shopping.

Mitchell said in-person shopping lets customers touch and feel the products, as well as making sure sizes fit. She also said online customers can return products to the store.

“We like to help our customers,” Mitchell said.

Located near some of North Alabama’s most popular outdoor destinations, the store will serve as a gateway for everyday adventures across the region. In fact, that is the mission of L.L. Bean.

“Our purpose has always been to inspire people to get outside and enjoy the outdoors together,” Mitchell said.

As part of its commitment to the community, L.L.Bean made a $10,000 contribution to the Heart of the Valley YMCA. Since 2022, L.L.Bean has contributed more than $2.8 million to YMCA Summer Camp scholarships, allowing local YMCAs to provide transformative summer camp experiences to underserved children and ensuring more kids can enjoy the lasting benefits of time spent outdoors.

Inspired by L.L.Bean’s Discovery Park events in its Freeport, Maine home, the parking lot in front of the Huntsville store (next to Dick’s Sporting Goods) was transformed into a lively community gathering space featuring lawn games, product customization stations and hands-on activities for families and outdoor enthusiasts.

The two-day grand opening celebration will take place today and continue through tomorrow.

The celebration also features a mix of signature L.L.Bean experiences and Huntsville-based partners, including:

First 100 customers will receive a $50 L.L.Bean gift card; line-up starts at 6 a.m.
First 100 customers will receive a custom monogrammed Boat & Tote; line-up starts at 6 a.m.
Free chain-link embroidery and iron-on patches available from Huntsville maker Piles of Threads while supplies last.
Free Boat and Tote monogramming and product customization experiences
Photos with the L.L.Bean Bootmobile
9 a.m. to noon: Complimentary coffee from Huntsville’s Gold Sprint Coffee
Noon to 7 p.m.: A Taste of Maine food truck, bringing a taste of L.L.Bean’s home state to Alabama with a curated menu of Maine-inspired bites – First 1,000 guests will enjoy free lobster bisque
Lawn games and family-friendly outdoor activities inspired by L.L.Bean’s Discovery Park events
Enter-to-win product giveaways – including a Grand Prize of an Ultimate Beach Day Giveaway – and additional hands-on activities throughout the weekend.
L.L.Bean customers are greeted by the Space & Rocket Center mascots. Photo: Bud McLaughlin

For more than a century, L.L.Bean has been known for craftsmanship, heritage style and exceptional customer service, all of which will be part of the shopping experience at the Bridge Street Town Centre location.

And, while customers will find everything they need for their outdoor lifestyles, Mitchell said the store offers more.

“It’s important for everybody to know we sell active wear, outerwear and footwear,” she said. “You can come in here and get something to wear to a family dinner.”