Approximately 300 people turned out for the grand opening of the new 16,000-square-foot store in the town of Brookfield. The Freeport, Maine-based company — known for its use of catalogs to sell its outdoor merchandise and active apparel — had been looking to enter Wisconsin for the past five years, said Ken Kacere, senior vice president of L.L. Bean retail stores, but the clothing company had a hard time finding the right open-air retail setting for its needs.

“We’ve been wanting to get Wisconsin for a long time because it’s an outdoor state,” he said. “How much more outdoor can you get, other than Maine? We’ve just been waiting for the right location because we like to go to places that have an exterior presence, an outdoor entrance and not be inside a mall.”