Ll Bean

Understanding Family Enterprises

L.L. Bean: The Making of an American Icon

“Sell good merchandise at a reasonable profit, treat your customers like human beings, and they’ll always come back for more” (pg.14) was the Golden Rule of, L.L. Bean’s founder, Leon Leonwood Bean. Growing up in Maine, Leon, more commonly known as L.L., started his outdoor supplies company with the foundation of his newly created Maine Hunting Shoe and the idea that people like him would like the same things as him. The business started in Freeport, Maine, a small shoe factory town, as a small retail store and catalogue in 1917, and continued to earn a name for itself and grow as the years went on. It is said that L.L. grew a “loyal following” (pg.12) and people were interested with what was going to come out of his company. L.L. accomplished his goals and eventually passed the company down to his son and then his grandson. This book is a story by his grandson, Leon Gorman, about the start of the company, his journey through it, and the company present day. Although L.L. Bean, a well-known brand now, has gone through many ups and down since it’s small town origin, it has still kept the gold rule of its founder, which has helped it remain successful.

Leon Gorman, L.L. Bean’s grandson, and graduate from Bowdoin University, begins his story about his family enterprise by telling us how he was introduced into the business and the factors that led to the success of the business. Gorman was honorably discharged from the United States Navy in May of 1960 and wanted to find new work right away. It was suggested to him to visit his grandfather’s small shop in Freeport, Maine to find a job. Having military experience and a college degree his grandfather hired him, although it was told, “he’d never turn down a family member looking for work” (pg.5). Gorman had learned right away that this company had a very personal shopping experience. Each employee got to know the customers and was well...