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L.L. Bean’s Prediction Comes True, Website Surpasses Catalog

Published on March 12, 2007 | Email this article

L.L. Bean’s website beat its stores and catalog sales revenue in 2006, the privately held retailer revealed last week.

Online sales increased almost 10 percent last year over 2005 levels, making it the company’s best channel for the year, writes Direct Magazine.

In-store sales rose 14 percent during the year. Catalog sales declined. L.L. Bean president and CEO Chris McCormick has said that in the future, the catalog will mainly be used to interest and motivate customers, who will then make their purchases on the web.

The company had predicted in November 2004 that its website sales would surpass catalog-generated revenue within two years.

The retailer’s total net sales for last year were $1.54 billion, a 4.6 percent increase over 2005.

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