Case | HBS Case Collection | September 2000 (Revised February 2007)

Freeport Studio

by Rajiv Lal and James Weber

Abstract

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; Profit; Growth and Development Strategy; Marketing Strategy; Strategic Planning; Problems and Challenges; Creativity;

Citation:

Lal, Rajiv, and James Weber. "Freeport Studio." Harvard Business School Case 501-021, September 2000. (Revised February 2007.)