| HBS Case Collection
(Revised from original 2000 version)
Describes the start-up and first-year difficulties of Freeport Studio, a unit of L.L. Bean, founded in 1998 to sell women's clothing by catalog. First-year sales were far below plan, and projected profits did not materialize. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. Includes color exhibits.
Keywords: Business Startups;
Growth and Development Strategy;
Problems and Challenges;
Lal, Rajiv, and James Weber. "Freeport Studio." Harvard Business School Case 501-021, February 2007. (Revised from original September 2000 version.)