The L.L. in L.L. Bean stands for Leon Leonwood. In 1912, Leon Leonwood Bean started a mail order company by selling "Bean Boots," waterproof boots sold to hunters.
A defect in the original design led customers to return 9 out of every 10 boots purchased. Bean made good on his money-back guarantee, corrected the design, and continued to sell the boots till today.
That's some great customer service...
http://cmpalmer.blogspot.com/2007/11/great-customer-service-or-should-i-be.html