L. L. Bean to open second Virginia store at Short Pump Town Center

Outdoor retailer L. L. Bean will open its second store in Virginia at 9 a.m. at Short Pump Town Center in Henrico County on Nov. 6. 

The 15,500-square-foot store is expected to employ 100 people. It will offer active and casual apparel and footwear, and outdoor gear including hiking, fly-fishing, kayaking and camping products.

L.L. Bean plans three days of special events that include free fly-casting lessons, product giveaways and the store’s bootmobile. Customers also will have a chance to win a print of an original painting by Virginia artist Bobby Wiltshire. Commissioned by L. L. Bean, the painting of the Shenandoah Valley will appear on the cover of the company’s Christmas catalog.

L. L Bean said in a news release that it decided to expand its presence in Virginia as part of an overall expansion plan. The Henrico County location will be the company’s 23rd retail store outside of its home state of Maine. L. L Bean opened its first Virginia store in July 2000 at Tysons. It has set a goal of 100 retail stores by 2020.

The company cited the Richmond area’s high level of brand affinity as a reason why it decided to open a store at Short Pump. With natural resources such as the James River, there are many opportunities for outdoor activities.