Jul 7, 2025 | News
When Mitch Larson set out last fall to explore Michigan’s lakefront retail scene, he wasn’t expecting to stumble on an opportunity to reshape On Deck Clothing’s future. He was visiting stores similar to his own, observing and gathering ideas.
One store caught his attention: The Outpost in Holland, Michigan.
“I walked in, and there was an L.L.Bean department,” Mitch recalls. “I’ve known the owner and buyer for years, and asked her, ‘How did you get L.L.Bean?’ She told me they were selected as a prototype and that’s when I started the process to get approved ourselves.”
Four months later, On Deck became one of the first stores in Wisconsin to carry L.L.Bean as part of its growing wholesale initiative.
L.L.Bean’s decision to expand beyond its brick-and-mortar locations and to select specialty stores is a significant shift. Since its founding in 1912, it has built a reputation for high-quality, functional outdoor gear, staying true to its origins as a company created by a hunter and fisherman.
For On Deck, a Door County staple for nearly 40 years, the collaboration felt natural. General Manager Mert Larsen sees striking similarities. “Both brands have stayed true to their roots in quality, function, and the outdoors.”
Starting this Spring, On Deck customers will find a curated selection of L.L.Bean products in all locations. The rollout will be gradual, with spaces showcasing men’s, women’s, and kid’s apparel, footwear, and accessories. “Customers will find all the iconic pieces, as well as new collections,” Mitch explains. “By fall, we’ll have an even bigger presence.”
Mert Larsen said the ability to try products on in-store will be a game-changer. “People already know and love L.L.Bean,” she says. “Now they can walk into On Deck and try things on in person. And we’ll have access to their inventory. If a customer needs a specific size or style, we can have it in a few days.”
Another key advantage is how seamlessly L.L.Bean’s outdoor heritage fits into On Deck’s family-oriented philosophy. “L.L.Bean is the perfect addition to our own vision,” said Mert.“Their pieces are functional, classic, designed to last. They fit right into our customers’ lifestyle.”
Being chosen as one of the first stores in Wisconsin to carry L.L.Bean speaks to On Deck’s reputation and longevity. “They wanted retailers who are open year-round and have a strong history in their community,” says Mitch. “We’re honored to be a part of that.”
There’s also a personal connection, Said Mert. “I grew up with L.L.Bean. Now, we get to bring the experience to Door County.
“And this is just the beginning,” said Mitch. “We’re excited to see where it goes.” –– Bree Kowitz, Door County Go Guide 2025
