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Internationally recognized outdoor retailer L.L.Bean, best known for its L.L.Bean Boots and legendary customer service, continues its national retail expansion with the opening of its second Wisconsin store, scheduled to open next spring. The L.L.Bean store will be located at Hilldale, Wisconsin’s premier shopping and dining destination, which also offers live entertainment, a state-of-the-art movie experience, a modern open-air layout, a mix of lifestyle and retail tenants and more. The 15,300-square-foot store will feature an assortment of active and casual apparel, outerwear, and footwear, as well as a variety of outdoor lifestyle gear. The store will employ approximately 50 people and will exist as a community outdoor resource for high-quality gear and apparel, as well as technical expertise and know-how. When it opens, this will be L.L.Bean’s second store in Wisconsin and its 38th retail store outside of Maine. L.L.Bean’s first Wisconsin store, scheduled to open this June, is located in Brookfield.

“Our stores are where the L.L.Bean brand really comes to life,” said Ken Kacere, Senior Vice-President and General Manager of Retail at L.L.Bean. “For those that may only know of us from our catalogs or website, this new store at Hilldale will give folks the opportunity to experience a bit of the Maine spirit and the essence of L.L.Bean in person.”

As part of its overall national retail growth plan, L.L.Bean made the decision to open another store in Wisconsin at Hilldale due to the store’s proximity to several abundant natural resources and multiple opportunities for many outdoor activities, as well as a population base that enjoys regularly engaging in a variety of outdoor pursuits. The new Wisconsin store will allow the people of Madison and beyond to experience first-hand everything the legendary outdoor retailer offers: quality merchandise, exemplary customer service, a welcoming shopping environment and an ethos to always do what’s right by its customers, employees, the environment and the community.

“We are thrilled to announce L.L. Bean as the first new tenant in our second phase of redevelopment at Hilldale,” said Pam Ferrara, Vice President of L easing at WS Development. “WS Development and L.L.Bean have had a long-standing relationship and we’re honored to expand upon our partnership to have L.L.Bean serve the greater Madison region from Hilldale. L.L.Bean is a national fixture in American retail and a seamless fit for the Madison community that will add another unique element to Hilldale’s retail offerings. Additionally, the new open-air green space adjacent to L.L.Bean will offer a perfect canvas for a host of L.L.Bean’s outdoor activities.”

Of particular note will be the inclusion of L.L.Bean’s Outdoor Discovery Schools, which will offer demonstrations, clinics and introductory hands-on activities like snowshoeing, kayaking, stand-up paddle boarding, archery and fly casting, all designed to make it easy for people to engage in outdoor activities for health, fitness and recreation. L.L.Bean Outdoor Discovery Schools courses are offered at every L.L.Bean Retail Store. In 2016, over 150,000 people participated in these programs.