The store is the outdoor retailer’s first in Richmond, and second in Virginia.

Outdoor retailer L.L. Bean is opening its second Virginia–and first in the Richmond area–Thursday afternoon at Short Pump Town Center. The 15,500-square-foot store is located in the former food court area, which has since been sub-divided between L.L. Bean and Rock Bottom Restaurant & Brewery.

To kick off the opening, the store is hosting a three-day event featuring giveaways, a variety of family activities, the company’s Bootmobile, and more.

On Friday, the first customers to enter the store will receive a free L.L.Bean gift card worth up to $500. The store opens at 9:00 AM. For the entire weekend, the retailer will host free fly-casting lessons by experts from L.L.Bean’s Outdoor Discovery Schools, slacklining, and a Bean Boot toss game, and there will be giveaways, product representatives from GoPro on hand, and demonstrations from Gore-Tex and PrimaLoft. Customers can also enter to win a trip to Maine for a family of four. Sunday is Kids’ Day–it’s all about the kids with a day of family fun featuring live animal demonstrations, sweet treat giveaways, plus hands-on activities and programs with local Boy and Girl Scout troops.

The store will employ approximately 100 people and will feature an assortment of active and casual apparel and footwear, outdoor gear including hiking, fly-fishing, kayaking, and camping products and more.

As part of its grand opening celebration, L.L.Bean has commissioned renowned Richmond, Virginia artist Bobby Wiltshire to produce an original painting of the Shenandoah Valley that will adorn the cover of the store’s Christmas catalog, which will be mailed to customers in the Richmond area. A reproduced print of this painting will be on display in the new retail store during the grand opening weekend and during this time, customers will have the opportunity to submit their name for a chance to win the print. The winner will be announced later in December.

L.L.Bean made the decision to expand its retail presence in Virginia as part of its overall retail expansion plan and due to the high level of brand affinity the area residents have for L.L.Bean, according to company representatives.



Photos: L.L. Bean

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