Maine Shop to Trumpet New Del. Location
BOSTON-In the midst of impressive sales growth, L.L. Bean last week hired Hauptman & Partners to promote its factory stores.
The Portland, Maine, shop’s first task will be a grand-opening effort for the client’s Wilmington, Del., store-its 10th location. Agency founder Jim Hauptman said the campaign will include a mix of newspaper and radio ads. Billings were not disclosed.
The assignment, which may include touting a line of clothing sold only in the factory stores, encapsulates the shop’s two areas of expertise: outdoor apparel and factory outlets.
That specialization is as much the result of Jim Hauptman’s experience as it is the agency’s proximity to Kittery, the Northeast’s biggest factory outlet area. Hauptman, prior to opening the shop six years ago, worked at Body & Co. and The New England Group.
Priot to the Asian crisis, the shop developed campaigns for L.L. Bean in Japan. McCann-Erickson in Tokyo is the company’s primary advertising resource in that country.
The Freeport, Maine-based maker of outdoor apparel, gear and furnishings is on track to report double-digit growth this year in catalog, Internet and retail sales, according to press materials released by the client last week. The privately held company last year reported sales of $1.03 billion, of which roughly 10 percent was derived from its retail locales.
Mullen in Wenham, Mass., serves as agency of record for L.L. Bean. ƒ
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