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

CS: Tell me about the plans for your retail channel?

Fuller: It has real potential for Bean. We’ve been testing for retail. Our dilemma is like that of other catalogers: How can these three channels — Web, print and retail — interface seamlessly? It’s more complex than anyone could have imagined a few years ago. Retail, Web, assorted media: It should all feel like the same company.