Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in

By Reported Donna Loyle

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The L.L. Bean List
12-month buyer file: 3.4 million
Demographics: 60-percent women
Cost: Available for exchange only
Contact: Millard Group, (603) 924-9262

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About L.L. Bean
Headquarters: Freeport, ME
FY 2003 annual revenues: $1.1 billion, down 4 percent from 2002
Year founded: 1912
Products: apparel, footwear, home products, and outdoor and travel gear
SKUs: 16,000
Average order value: $75
Sales channels: 80 percent direct (print catalog, online); 20 percent retail
Number of employees: 3,800 full-time; 8,500 total during holiday peak
Annual catalog drops: 60
Annual number of catalogs mailed: 200 million+
Number of packages shipped annually: 12 million
Rank on the Catalog Success Top 200 list: 44 (as measured by housefile-growth rates)
Search-engine marketing partner: Performics
CRM system: Affinium Suite from Unica
Printer: Quebecor World