Boston, January 9, 2026
Greg Elder has been appointed the new CEO of L.L.Bean, marking a pivotal moment in the company’s history. This internal promotion emphasizes the importance of nurturing talent and maintaining continuity within leadership. With nearly two decades of experience at the company, Elder’s background positions him to guide L.L.Bean toward strategic growth and community engagement, bolstering regional economic vitality in New England, especially in Boston.
Boston.
Veteran Leader Takes Helm at L.L.Bean: A New England Success Story
A longtime internal executive rises to the top at a storied outdoor retailer, signaling continuity and strategic growth that resonates across the regional economy, including the thriving landscape of Boston MA business.
The recent announcement of Greg Elder as the fifth Chief Executive Officer of L.L.Bean marks a significant moment in the 114-year history of the iconic outdoor retailer. This appointment highlights a powerful narrative of sustained commitment and the rewarding path of internal advancement, embodying a principle that often drives success for Massachusettes entrepreneurs and established businesses alike: investing in dedicated talent. Elder’s ascent underscores a belief in leadership that understands a company’s foundation, culture, and customer base from the ground up.
For New England, the leadership transition at such a prominent regional brand is more than just corporate news; it reflects the ongoing vitality of our economic ecosystem. Companies like L.L.Bean, with their deep roots and expansive reach, contribute substantially to regional prosperity, fostering an environment where innovation and resilient business models can thrive, influencing everything from supply chains to consumer trends in local markets, including Boston small business enterprises.
A Journey of Dedication and Proven Leadership
Greg Elder’s promotion to President and CEO is the culmination of nearly two decades of dedicated service within L.L.Bean. He is set to transition into his new roles in late February. Having joined the company in 2007, Elder has held several key positions, most recently serving as Chief Retail Officer since 2021. In this capacity, he oversaw 107 stores across the U.S., Canada, and Japan, as well as the company’s wholesale, international, and direct-to-business operations. His extensive experience across various facets of the business provides a comprehensive understanding of L.L.Bean’s operational intricacies and market dynamics.
Elder’s career trajectory at L.L.Bean, including roles as vice president of stores and vice president of retail, demonstrates the company’s commitment to nurturing talent from within its ranks. This approach to leadership succession often ensures a seamless transition and continuity of strategic vision, as the new leader is intimately familiar with the company’s values and long-term objectives. Elder’s background also includes previous leadership posts at other notable retailers like Eddie Bauer and Dayton Hudson Corp. (now Target), further enhancing his retail expertise.
L.L.Bean’s Enduring Heritage and Economic Contribution
Founded in 1912 by Leon Leonwood Bean, L.L.Bean began as a modest, one-room operation selling the Maine Hunting Shoe, quickly evolving into a pioneer in direct-to-consumer retail through its catalog business. Over its 114-year history, the Maine-based company has grown into a leading multichannel merchant of quality outdoor gear and apparel, maintaining its founder’s core values of quality, customer service, and a deep appreciation for the outdoors.
L.L.Bean is a significant economic force in New England, recognized as one of Maine’s largest employers with over 5,000 employees worldwide. The company reported net revenues of $1.8 billion in 2022, marking its second-best year in its history. Beyond its financial performance, L.L.Bean also contributes to local communities through charitable initiatives, donating over $6 million to more than 100 outdoor and community-enriching organizations in 2020, many focused on increasing access to outdoor spaces. This blend of commercial success and civic responsibility exemplifies how established businesses can serve as anchors for regional economic stability and growth.
Strategic Growth and Omni-Channel Adaptability
Under its evolving leadership, L.L.Bean has demonstrated a dynamic approach to retail in a changing market. The company has actively expanded its physical retail footprint, recognizing brick-and-mortar stores as an essential part of its growth strategy. This expansion includes opening new locations in Massachusetts, with stores planned for Hanover and Peabody. These strategic moves directly impact the local economy, creating job opportunities and increasing consumer access to the brand in the greater Boston area.
L.L.Bean’s innovation extends to its robust omnichannel strategy, which integrates its catalog, e-commerce, and brick-and-mortar presence. The company has embraced digital transformation, with its e-commerce site generating over $1 billion annually and serving over 5.5 million digital customers. This thoughtful, methodical approach to expansion and technological adoption, including wholesale partnerships and investments in supply chain management, allows the company to reach new markets and customers effectively while maintaining its brand identity and customer-centric ethos.
Regional Impact and Inspiration for Boston Businesses
The trajectory of a major regional enterprise like L.L.Bean has a palpable ripple effect across the New England economy. Its continued growth, strategic investments, and commitment to local communities underscore the potential for businesses, regardless of their size, to thrive and adapt. For Boston MA business leaders and Massachusettes entrepreneurs, L.L.Bean’s story offers valuable insights into sustaining a brand over generations, fostering internal talent, and navigating market changes through consistent innovation and customer focus.
The retail industry is a significant employer in Massachusetts, supporting 24% of the state’s jobs. The expansion of established brands, coupled with the resilience of Boston small business ventures, contributes to a vibrant and competitive retail landscape. L.L.Bean’s careful growth and emphasis on quality and customer experience serve as an example of how businesses can not only survive but prosper by adhering to strong foundational principles while embracing necessary evolution.
Conclusion
Greg Elder’s appointment as CEO heralds a new chapter for L.L.Bean, one built on a strong foundation of internal experience and a clear vision for strategic growth. As this venerable New England institution continues to evolve its retail presence and innovate its offerings, its journey remains a testament to the power of committed leadership and adaptability in the modern market. This regional success story serves as an encouraging beacon for the broader New England economy and for the entrepreneurial spirit that defines cities like Boston.
We encourage our readers to support businesses that demonstrate such resilience and community engagement, helping to strengthen our local and regional economic fabric. Stay engaged with HEREBoston.com for more insights into the companies and leaders shaping our collective economic future.
Frequently Asked Questions
- Who is the new CEO of L.L.Bean?
- Greg Elder has been named the new President and Chief Executive Officer of L.L.Bean.
- What was Greg Elder’s previous role at L.L.Bean?
- Prior to becoming CEO, Greg Elder served as L.L.Bean’s Chief Retail Officer since 2021.
- How long has Greg Elder been with L.L.Bean?
- Greg Elder has been with L.L.Bean for nearly two decades, joining the company in 2007.
- How many CEOs has L.L.Bean had in its history?
- Greg Elder is the fifth CEO in L.L.Bean’s 114-year history.
- Has L.L.Bean expanded its retail presence in Massachusetts?
- Yes, L.L.Bean has planned new stores for Hanover and Peabody, Massachusetts, as part of its retail expansion strategy.
- What were L.L.Bean’s net revenues in 2022?
- L.L.Bean reported net revenues of $1.8 billion in 2022.
- How many jobs does the retail industry support in Massachusetts?
- The retail industry supports 24% of jobs in Massachusetts.
Key Features of L.L.Bean’s Recent Leadership and Business Developments
| Feature | Detail | Scope |
|---|---|---|
| New CEO | Greg Elder | Nationwide |
| Previous Role of New CEO | Chief Retail Officer (since 2021) | Nationwide |
| Tenure at L.L.Bean | Nearly two decades (joined 2007) | Nationwide |
| CEO Number in Company History | Fifth CEO | Nationwide |
| Company Age | 114 years | Nationwide |
| 2022 Net Revenue | $1.8 billion | Nationwide |
| Planned Massachusetts Retail Expansion | New stores in Hanover and Peabody | State-level |
| Retail Industry Job Support in Massachusetts | 24% of jobs | State-level |
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Author: STAFF HERE BOSTON WRITER
The BOSTON STAFF WRITER represents the experienced team at HEREBoston.com, your go-to source for actionable local news and information in Boston, Suffolk County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Boston Marathon, Head of the Charles Regatta, and Boston Harborfest. Our coverage extends to key organizations like the Greater Boston Chamber of Commerce and Associated Industries of Massachusetts, plus leading businesses in finance, biotech, and insurance that power the local economy such as Fidelity Investments, Biogen, and Liberty Mutual Insurance. As part of the broader HERE network, we provide comprehensive, credible insights into Massachusetts's dynamic landscape.
