L.L. Bean Hitting the Slopes

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In a move intended to help expand its presence in the outerwear market, L.L. Bean will be the official outerwear supplier to eight ski resorts starting this fall, the Freeport, ME-based cataloger reported yesterday.


The partnership with American Skiing Co. -- which operates Killington, Steamboat, Mount Snow and other snowboard and skiing resorts -- is one of a series of initiatives meant to increase the exposure of L.L. Bean outerwear in the alpine ski and snowboard market, according to a company statement.


"We have survey data that ranks L.L. Bean No. 1 among outerwear retailers in unaided consumer awareness. That's a foundation we can build on," L.L. Bean outerwear vice president/merchandising manager Greg Houser said in the statement.


L.L. Bean's product developers and designers are working with ASC staff members to develop a complete outerwear line for all on-snow resort employees. A version of the line will be available to consumers this fall as part of L.L. Bean's new Gore-Tex/Primaloft Mountain Pro Series.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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