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L.L. BEAN ANNOUNCES SECOND JAPAN STORE OPENING

 FREEPORT, Maine, July 1 /PRNewswire/ -- L.L. Bean, the nation's largest cataloger in the outdoor specialty field, announced the opening of a new L.L. Bean Japan store in Shinjuku, Tokyo on Friday, July 2 at noon (Thursday, July 1, at 10:00 p.m. EDT). The store is the second to be opened under an agreement between L.L. Bean and L.L. Bean Japan, a joint venture of The Seiyu, Ltd. and Matsushita Electric Industrial Company, Ltd.
 The first L.L. Bean Japan store, located in Jiyugaoka, Tokyo (5-26 Okuzawa in Setagaya-Ku), opened in November 1992. The new store is more than twice as large as the first L.L. Bean Japan store, offering 11,000 square feet of retail space.
 "The success of the first L.L. Bean store in Jiyugaoka has strengthened our commitment to the growing outdoor recreation market in Japan," said Leon Gorman, president of L.L. Bean. "Customers seem to enjoy seeing and experiencing first-hand the clothing and equipment that has become synonymous with the American outdoor lifestyle."
 The site of the new Shinjuku store has many advantages for an outdoor specialty retailer. It is in a major commercial and transportation area in Tokyo, with more than two million people traveling through the nearby Shinjuku train station daily. This upscale shopping, entertainment and convenient transportation center attracts people from all over Japan. For many, the Shinjuku train station is the starting point for a trip to two of Japan's national parks - Chichibu- Tama and Tanzawa Ohyama.
 The L.L. Bean store is located in Health Plaza Shinjuku, a twin towers complex that houses popular stores and companies promoting health and sports. This facility is part of a Tokyo Municipal Government redevelopment project.
 Like the first L.L. Bean Japan store, the Shinjuku store has been designed as a "total outdoor lifestyle shop" offering Japanese customers a large variety of L.L. Bean products including men's and women's outdoor apparel and casual wear, footwear, luggage, and an extensive selection of such outdoor sporting goods as fly fishing equipment, mountain bikes, and camping gear.
 Approximately 100,000 customers have visited the L.L. Bean Jiyugaoka store since its opening eight months ago. Sales during this period would indicate that the Japanese preference in outdoor apparel and equipment parallels that of American consumers. The most popular products in Japan, such as the original Maine Hunting Shoes and the Boat and Tote Bags, are also some of the most popular products in the United States. Customers of all ages are buying the wide variety of products in the store.
 In addition to the L.L. Bean Japan stores, L.L. Bean has a strong and growing catalog business in Japan. Customers can purchase high quality outdoor products either through the L.L. Bean catalog or at the L.L. Bean Japan stores.
 The agreement creating L.L. Bean Japan was signed in Tokyo on March 4, 1992. The Seiyu, Ltd., a supermarket and department store retailing group, is a member of the Saison group and is headquartered in Tokyo. Its sales for fiscal 1992 were $10 billion. Matsushita Electric Industrial Company, Ltd. is the world's largest manufacturer of consumer electronic products. Its brand names include Panasonic, National, Quasar, and Technics. Its headquarters is in Osaka. Matsushita's sales for fiscal 1992 were $45 billion.
 Leon Leonwood Bean founded L.L. Bean in 1912 with his first product, the Maine Hunting Shoe. L.L. Bean has become a leader in the catalog industry, known for selling high quality outdoor apparel, footwear, and equipment. The family owned company is recognized as a leader in customer service, based on enduring values of treating customers with respect and concern. L.L. Bean's 1992 fiscal year sales were $743 million.
 -0- 7/1/93
 /CONTACT: Catharine Hartnett of L.L. Bean, 207-865-4761; Michael Sullivan, 212-715-1513, or home, 212-932-8485, or Michael Marker, 212-715-1655, or home, 914-693-5262, both of Ruder Finn for L.L. Bean Inc./


CO: L.L. Bean Inc. ST: Maine IN: REA SU:

SM-OS -- NY095 -- 7918 07/01/93 16:37 EDT
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Date:Jul 1, 1993
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