(Bloomberg) -- Now that the iconic duck boot has migrated from the backcountry to city streets, L.L. Bean is moving to appease chic urbanites with more fashionable styles.
The Freeport, Maine-based company unveiled its first set of new small-batch-edition duck boots this week and will be rolling out several seasonal options throughout 2017. The spring collection includes more colorful versions of the classic leather and rubber-bottomed footwear. Upcoming styles will include a rugged take on a city staple, the Chelsea boot; hunting shoes with waxed canvas uppers; and shearling-lined boots for winter.
The Chelsea Boot.
Demand for L.L. Bean's standard duck boot has skyrocketed in recent years. Every winter, the boots end up backordered as the company struggles to keep up with production. It invested at least $1 million in its operations in 2015 to increase its production capability at its facilities in Maine. That investment appears to be paying off. Last year it sold a record 600,000 boots and had a much shorter waitlist than previous seasons. The company hopes to be able make 1 million pairs of boots per year by 2018.
The limited-edition branding mimics the hype of a sneaker launch, creating a looming sense of urgency that the boots will disappear forever if shoppers miss the rush. It's a first for the 105-year-old company.
"While we have offered boots over the years implementing various styles and different materials, we've never before offered such a unique, one-of-a-kind limited batch of boots such as these," said Mac McKeever, a spokesman for L.L. Bean. "We are indeed offering these in limited quantities and once they're gone, they're gone."
L.L. Bean's sturdy footwear was once a popular option for those who spend lots of time outdoors. But in recent years, high fashion has latched onto utilitarian heritage brands, dragging the wilderness to the sidewalk. Durable workwear and outdoor labels such as Sorel and Carhartt became trendy to wear while traipsing on everyday errands.
One of the biggest benefactors has been coatmaker Canada Goose, which capitalized on the trend by adapting new styles for urban shoppers from its polar parkas. Now the company produces coats for commuters and lighter items for warmer months alongside $900 parkas with coyote fur trim. Canada Goose went public in March with the richest valuation among its luxury peers.
The new boots are likely a welcome distraction for Bean. It recently faced boycott threats after the political donations of part-owner Linda Bean came under scrutiny. President Donald Trump then voiced his support for both Bean and the company, calling for the public to "Buy L.L. Bean."
To contact the author of this story: Kim Bhasin in New York at kbhasin4@bloomberg.net.
To contact the editor responsible for this story: Josh Petri at jpetri4@bloomberg.net.
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