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Orvis is an American family-owned retail and mail-order business specializing in fly fishing, hunting and sporting goods. Founded in Manchester, Vermont, in 1856 by Charles F. Orvis to sell fishing tackle, it is the oldest mail-order retailer in the United States.[2]

Key Information

Orvis operates 40 retail stores and 1 outlet/warehouse locations in the US and 1 retail store and one outlet store in the UK. The firm produces high quality flies and fly-tying tools, employing professional tyers like A.K. Best[3] and Tom Rosenbauer to create new versions for sale.[4] Owned by the Perkins family since 1965, the company has changed hands twice and has had five CEOs in its history.

History

[edit]
An Orvis in Avalon, Alpharetta, Georgia

Charles F. Orvis opened a tackle shop in Manchester, Vermont, in 1856. The C.F. Orvis Company operated in close proximity to the Equinox House, a hotel opened by his brother in 1853.[5] Business did well enough that the brothers built a trout pond for the hotel. By 1870, Charles was able to devote his full attention to the rod business, and moved into a factory building on Union Street. He also began sending out catalogs, which predated more famous ones from Sears, Roebuck by more than 20 years.[6][7]

Orvis was known for its quality product at a surprisingly low price when compared to its competition. In 1874, he received his first patent for a new reel design.[6][8][9][10] His fly reel was described by reel historian Jim Brown as the "benchmark of American reel design," the first fully modern fly reel.[11][12] In 1880, outdoor writer Ned Buntline named the Orvis bamboo rod the best of its weight in the world. The company introduced its glass minnow trap in 1885.[9]

Charles's daughter, Mary Orvis Marbury, took charge of the Orvis fly department in the 1870s and helped standardized fly lures.[6] By 1890, the company's catalog included a full line of Orvis Superfine Flies, including over 400 different patterns.[8] In 1892, she published Favorite Flies and Their Histories, an encyclopedic reference book on fly patterns made up of letters from Orvis customers[12][13][14] The book proved to be so popular, it went through nine reprints by 1896.[15] The illustrations were exhibited at the 1893 Chicago World’s Columbian Exposition, which put the Orvis brand in front of millions of visitors.[6]

Following Charles's death in 1915, sons Albert and Robert managed the company. They automated the process of splitting and planing the bamboo used to make rods. By the 1920s, the company was producing four grades of rods and 500 varieties of flies. However, the company financially collapsed during the Great Depression of the 1930s. Following the death of Robert in 1939, Orvis had just two remaining employees.[6][8]

Purchase by Dudley Corkran

[edit]

Investors, led by Philadelphia businessman-sportsman Dudley Corkran, purchased Orvis in 1939 for US$4,500 (equal to $101,724 today), and quickly revitalized the business.[12] Under Corkran, the company began to offer other product lines, including clothing.[6]

It opened its first retail location in 1941.[16] During World War II, Orvis was contracted to produce ski poles for US ski troops in Alaska. Food rationing and German harassment on saltwater fishing fleets also made freshwater fishing popular again, helping the company to survive on the sales of its traps.[8] Corkran hired master bamboo rod builder Wesley Jordan to head up the company's production efforts.[8][9] In 1946, Jordan had developed a Bakelite impregnation process that made Orvis bamboo rods uniquely impervious to weather, rot, and other perennial perils.[8][17][18]

After the war, as fiberglass claimed the fishing rod market, Orvis competed with bamboo rod builders, such as Payne, Gillum, and Garrison, while its fiberglass and graphite rods competed with Shakespeare, Fenwick, and other emerging post-bamboo-era firms.[19] In 1956, the company celebrated its 100th anniversary by opening its flagship retail location in Manchester, Vermont.[8] By the 1960s, Orvis was producing about 2,500 rods each year.[18]

Sale to the Perkins family

[edit]

In 1965 after nine months of negotiations with Corkran, Leigh H. Perkins (27 November 1927 - 7 May 2021) bought Orvis for $400,000, equal to $1,995,565 today. Perkins had since his youth held an admiration for the company which he purchased using $200,000 in savings and the rest in the form of a loan. At the time the company had 20 employees and $500,000 in annual sales. In 1966, Perkins established the Orvis fly-fishing school in Manchester, Vermont.[2] In 1967, the company introduced the first pin-on reel.[8] By 1969, Orvis was releasing four seasonal catalogs per year.[20]

Perkins pioneered the trading of customer mailing lists among his chief competitors, including Abercrombie & Fitch,[7] L.L. Bean, Eddie Bauer and Norm Thompson.[12][21] In 1972, the company introduced the CFO, the first modern exposed-rim, skeleton frame, superlight fly reel.[9] By 1972, Orvis had fly fishing schools in Pennsylvania, Montana, Colorado, and Wyoming.[22] In 1974, it opened the Orvis Shooting School on the Batten Kill in Manchester, Vermont.[23] The company introduced its fish graphite fly rod in 1975.[24] It started selling the Orvis Dog Nest bed in 1976.[25]

By 1982, the company had fishing schools in California and Oregon.[26] Under chief rod builder Howard Steere, Orvis became one of the most innovative manufacturers of high-quality fly rods and reels, especially in the development of graphite fly rods.[27] The company opened a retail store at the corner of Madison Avenue and 45th Street in Manhattan in 1984.[28][29] That same year, it also introduced sporting-clays to the United States in Houston and launched a tournament in 1991.[30] It also released the Ultra Fine, the world's first two-weight graphite rod.[9] In 1987, the company opened a fulfillment center in Roanoke, Virginia.[31] In 1988, Orvis introduced its 25-year warranty, cementing the company as the industry leader.[9][32] In 1989, Tom Peters, author of In Search of Excellence, named the Orvis fly rod one of the five best products made in the United States in the 1980s.[33] Historian Kenneth Cameron has written that Perkins' accomplishment was to "define the look of contemporary fly fishing and the entire social universe in which it fits, no small achievement."[34] In 1990, the company purchased Gokey, a leading hunting boot manufacturer since 1850.[9]

In 1992, Perkins retired and turned the company over to his sons, Leigh H. "Perk" Perkins Jr. and Dave Perkins. By this point, Orvis had grown to have annual sales of $90 million, more than 700 employees, 16 stores, and 400 dealers.[2] That year, it also received a special thanks in the credits of A River Runs Through It for supplying the film's crew with waders and vests.[35] In 1993, the company saw a 40% increase in mail orders for fly-fishing equipment, helping it top $100 million in sales.[9][36] It also acquired British Fly Reel, the largest producer of fly reels in the world.[8] By 1994, Orvis was making $115-million per year.[37] In 1995, launched its website.[16] It also teamed with Jeep to release the Grand Cherokee Orvis Edition, which included luxury equipment.[38][39] In 1997, it acquired a majority share in the Florida-based Redington Fly Rods & Reels, which were known for their value-priced rods. Gross sales reached $200 that year.[8] In 2000, the company acquired the Ex Officio clothing brand.[40] By 2002, it had fly-casting schools in nine locations, including Millbrook, New York; Evergreen, Colorado, Mammoth Lakes, California, and northern Georgia.[41]

Under the leadership of Perkins' sons, then-CEO Leigh ("Perk") Perkins, Jr., and Executive Vice Chairman Dave Perkins, Orvis continued to thrive and revenue more than tripled. However, the company's growth had strained its sense of direction. Between 1982 and 2000, Orvis had purchased six other firms, most of whose own identities did not mesh well with Orvis and thus put the clarity of the brand at risk.[12][42] As a result, a rebranding effort began in 2000 to focus Orvis as a name synonymous with a distinctive, outdoor style of living.[43] It sold Ex Officio in 2004.[40] In 2005, the company began selling luxury log homes.[44]

By 2009, the company had 70 retail and outlet stores in the United States and United Kingdom. It also maintained a distribution list of 60 million across 14 catalogs.[45] Orvis acquired the Scientific Anglers and Ross Reels businesses from 3M.[46] Within months, Ross was sold to Mayfly Group LLC, owner of Abel Reels.[47]

An Orvis Green Highlander salmon fly.

In 2017, Orvis launched an initiative to focus on gender equality in fly fishing by offering educational events for women.[48] At the beginning of 2020, Orvis employed 1,700 people across its 80 U.S. retail locations and corporate headquarters. However, due to the ongoing COVID-19 pandemic, the company announced in April a series of layoffs and furloughs affecting its workforce. Executives also took pay cuts and the board of directors suspended compensation.[49] In May 2020, the company announced that Simon Perkins, the son of Leigh “Perk” Perkins and grandson of Leigh H. Perkins, would serve as company president.[50] Orvis sold off its Gokey boot brand in July.[51]

In 2024, the company moved its corporate headquarters from Sunderland to its Manchester campus that already includes its flagship store, outlet, fishing school, and rod shop.[52] In October 2024, Orvis announced the elimination of 8% of its workforce and the closure of some stores in an effort to streamline operations. It also discontinued its catalog, a staple of the company for 170 years, as part of a strategic shift towards digital engagement and sustainability efforts.[53][54] The company was left with 64 stores and seven outlets. However, due to the economic conditions created by President Trump's tariffs, Orvis announced further closures a year later. By 2026, the company would reduce its store count to 33 stores and two outlets.[55][56] In an effort to refocus the brand, it also stopped producing lifestyle clothing and home goods.[57]

Orvis UK

[edit]

In 1982, Orvis expanded its mail-order and retail business to England.[8] Starting in Stockbridge, the company expanded to Burford, Bakewell, Edinburgh, London and more.[58]

The company held its first Orvis Saltwater Fly Fishing Festival in Chichester, England in September 2020.[59] In 2022, Orvis announced it would close all stores in the UK, except for the one in Stockbridge, in order to focus on fly fishing. The Andover office was closed. The company's Sporting Adventures and festivals, would continue.[60]

Orvis Adventures

[edit]

Orvis markets its experiential offerings under the Orvis Adventures name. This includes fly fishing and wingshooting trips, group trips, Orvis schools, as well as Orvis' network of partnered lodges and guides.[61]

Orvis-Endorsed Program

[edit]

The company established the Orvis-Endorsed Lodge Outfitter and Guide Program in 1984 with a small number of operations and guides in the Rocky Mountains.[62] By 2008, there were 80 Orvis-Endorsed lodges.[63] By 2020, the program included 250 fly fishing and wingshooting guides, outfitters, and lodges in North America.[64]

Shooting grounds

[edit]

Orvis operates three shooting grounds in the United States that offer sporting clays, hunting, fishing, and on-site instruction.[65] In 1994, the company purchased the Sandanona estate in Millbrook, New York. It had been the first licensed game bird preserve in the country.[66] In 2016, Orvis opened its shooting grounds at Pursell Farms in Sylacuaga, Alabama.[67] In 2018, the company acquired the Hill Country Shooting Grounds in Blue Ridge Summit, Pennsylvania. Orvis remodeled the grounds and reopened in 2019.[68]

Conservation programs

[edit]

Orvis's conservation activism began with Charles Orvis's work in fisheries conservation and management in the late 19th century and has continued since. Leigh Perkins continued with conservationism as a company value, donating to wildlife organizations before such practices were widespread. In 1994 Perkins was recognized for his efforts when he received the Chevron Corporation's Chevron Conservation Award for lifetime achievements in conservation.[21]

The company's corporate mission statement includes an economic and ethical mandate to support conservation projects and organizations.[69] Since the 1960s, Orvis has championed the protection of the Battenkill River[70][71] and other natural waterways.[72][9] Since the 1970s, Orvis has annually donated five percent of its pretax profits to conservation projects in cooperation with the Atlantic Salmon Federation, The Nature Conservancy, National Fish and Wildlife Foundation, the Ruffled Grouse Society, and Trout Unlimited among others.[73]

Publications

[edit]

Orvis has published many books over the course of its existence. The company also came to be known for its newspaper.

Books

[edit]

In 1883, Charles F. Orvis and A. Nelson Cheney published the book Fishing with the Fly: Sketches by Lovers of the Art, with Illustrations of Standard Flies. The 333 page book was cloth-bound, contained 24 articles by well known fly fishers, and contained colored plates of 149 standard trout, salmon, and bass flies.[74] Featured writers included Charles Hallock, William Cowper Prime, Robert Roosevelt, James Alexander Henshall, and Ned Buntline.[75]

In 1892, Charles' daughter Mary Orvis Marbury published Favorite Flies and Their Histories, an encyclopedic reference book on fly patterns. The book was largely made up of letters from Orvis customers.[12][13][14] Considered the standard reference guide for flyfishing for decades, it went through nine printings by 1896.[15] The illustrations in the book were exhibited at the 1893 Chicago World’s Columbian Exposition.[6]

Orvis has since published dozens of guide books, many written by renown fisherman Tom Rosenbauer, covering topics related to fishing, shooting, and the outdoor lifestyle the brand promotes.[76][77][78]

Company newspaper

[edit]

In 1967, new Orvis owner Leigh Perkins started a company newspaper called The Orvis News. He hired ad executive Baird Hall to run the publication.[78][8] After Hall retired, "Perk" Perkins became head of the newspaper, followed by Tom Rosenbauer.[77] In 2010, the company launched the Orvis News website. It featured articles from experts on fly fishing, hunting, dogs, conservation, and travel, and also housed the company's podcasts.[79][80]

References

[edit]

Further reading

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Orvis

View on Grokipedia
from Grokipedia
Orvis is an American retail company specializing in outdoor recreation products, particularly fly-fishing gear, apparel, and related equipment, founded in 1856 by Charles F. Orvis in Manchester, Vermont, and recognized as the oldest mail-order retailer in the United States. Since its inception, Orvis has evolved from a pioneer in —offering superior fly-fishing equipment with a strong emphasis on —into a multi-channel retailer with a global presence, including operations in the and major facilities in . The company was acquired in 1965 by Leigh H. Perkins, who transformed it into a respected brand in sporting goods, apparel, and dog products, passing leadership to his sons and eventually to third-generation family member Simon Perkins as president. Today, Orvis employs approximately 1,500 people and offers a diverse product line that includes men's and women's , fine gifts, home furnishings, luggage, travel accessories, innovative dog beds and gear, fine shotguns, and technical apparel for wingshooting and sporting clays. Central to Orvis's identity is its commitment to fostering authentic outdoor experiences through high-quality equipment, apparel, and expertise, supported by extensive educational resources like the Orvis and fly-fishing learning center. The company has long prioritized conservation, donating 5% of pre-tax profits annually to protect , support communities, and advance canine health; over the past 25 years, these efforts have raised more than $20 million via a matching grant program. This dedication, encapsulated in the ethos that "if we are to benefit from the use of our natural resources, we must be willing to act to preserve them," underscores Orvis's role as an industry leader in sustainable outdoor pursuits.

Company Overview

Founding and Headquarters

Orvis was founded in 1856 by Charles F. Orvis in , , marking the establishment of the first mail-order business in the United States dedicated to fly-fishing tackle. The company began as a specialized retailer importing and selling premium fishing rods, reels, lines, and flies, emphasizing craftsmanship and customer satisfaction to cater to avid anglers across the country. From its inception, Orvis focused on innovation in fishing equipment, notably developing the first modern American fly reel through Charles F. Orvis's patent design, which featured a lightweight, large-arbor construction with an adjustable check mechanism for improved line control. This reel set a standard for durability and performance, reflecting the company's commitment to high-quality gear that supported the growing popularity of fly-fishing in the late . As of 2025, Orvis's corporate headquarters are located in Manchester, Vermont, following a 2024 relocation from Sunderland, where it had moved in 2017 to consolidate operations on a larger campus. The Manchester facility includes the flagship retail store, an Orvis-endorsed fly-fishing school offering hands-on instruction, and product development spaces. Major operational hubs include a fulfillment and in , which handles order processing and logistics for nationwide and international shipments. The company, privately held by the Perkins family, employed approximately 1,500 people as of 2025, with annual revenue estimated at around $300 million as of 2024. In October 2025, Orvis announced plans to close 31 stores and 5 outlets by early 2026 as part of a strategic refocus on fly-fishing and wingshooting amid pressures. These figures underscore Orvis's scale as a niche outdoor retailer while maintaining its roots in Vermont-based innovation and operations.

Products and Services

Orvis specializes in high-quality products, with a core focus on fly-fishing equipment that includes rods, reels, lines, and related tackle. The company introduced fly rods in 1975, marking a significant innovation in rod construction that improved strength and lightness for anglers. Today, its flagship fly-fishing lineup features the series, which incorporates advanced materials for enhanced accuracy, reduced swing weight, and greater durability, with models available in various lengths and weights for freshwater and saltwater applications as of 2025. Complementary gear such as flies, waders, and packs rounds out the category, designed for durability in rugged environments. In hunting, Orvis offers apparel and accessories tailored for upland pursuits, including vests, , pants, and outerwear made from weather-resistant fabrics. The company also provides shotguns, ranging from new and used models to designs, along with gunsmithing services for and customization. Orvis's clothing lines for men and women emphasize functional outdoor apparel, such as performance , jackets, and pants that prioritize mobility and protection. Many items incorporate sustainable materials, including recycled and fabrics certified by Bluesign for environmental responsibility. Additional categories include products like beds, collars, toys, and coats; luggage and bags built for rugged use; and home goods such as furniture protectors and accessories. Services supporting these products include custom rod building through the in-house rod shop, where artisans craft rods using traditional techniques, and gear repair programs covering rods, reels, and waders under a 25-year . Online tools allow for , such as on apparel and on accessories, enhancing customer customization. Products are available through Orvis's retail model, which includes approximately 70 retail locations across the U.S. as of November 2025, alongside a robust platform.

History

Early Years and Expansion (1856–1939)

Charles F. Orvis founded the company in Manchester, Vermont, in 1856, initially focusing on high-quality to cater to the growing in the area, where he built custom fly rods from his hobby. As an innovator in equipment, Orvis patented the first perfect-action fly reel in 1874, featuring a ventilated narrow-spool design that improved line management and became a cornerstone of the company's reputation for precision engineering; this reel was offered in models for and bass fishing. In the 1880s, Orvis expanded into mail-order operations by issuing catalogs that showcased its fishing gear, establishing the company as the oldest mail-order retailer in the United States and enabling nationwide reach to dedicated sportsmen. This shift capitalized on repeat business from satisfied customers, with catalogs promising reliable delivery and customer satisfaction, further solidifying Orvis's position in the fly-fishing community. Family involvement grew during this period, notably through Charles's daughter Mary Ellen Orvis, who standardized fly-tying techniques in the late and contributed to the company's catalog, Favorite Flies and Their Histories, which enhanced its prestige among anglers. Following Charles Orvis's death in 1915, his sons Albert and Robert took over management, steering the company through initial post-World War I challenges while beginning to diversify products in the to include guns and early lines of outdoor clothing alongside traditional tackle. However, the severely impacted operations, reducing the workforce to just two employees by 1939 and bringing the business to the brink of closure as demand for luxury sporting goods plummeted. Despite these struggles, the family's commitment to quality repairs and core products sustained a minimal operation during this era.

Revival Under Corkran (1939–1965)

In 1939, amid the economic hardships of the , businessman and avid outdoorsman Dudley "Duckie" Corkran, along with a group of investors, acquired the struggling Orvis company for $4,500, saving it from potential dissolution following the death of its last family owner, Albert Orvis. Corkran, recognizing the enduring value in Orvis's reputation for high-quality , immediately focused on revitalization by hiring Wesley D. Jordan, a seasoned rod builder, as plant manager in 1940 to oversee production and quality improvements. Under Corkran's leadership, the company shifted from near collapse to a renewed emphasis on craftsmanship, beginning with the repair of outdated machinery and the sourcing of premium materials like tonkin cane for bamboo rods. During , Orvis adapted to wartime demands by producing items such as the patented Orvis Glass Minnow Trap and ski poles for military use, which helped maintain operations despite material shortages. Postwar, the company experienced steady growth through an expanded mail-order catalog system, which distributed products nationwide and capitalized on the returning soldiers' interest in outdoor pursuits. Innovations in included Jordan's 1946 patent for the world's first impregnated bamboo rod, which rendered the material waterproof and resistant to warping. Marketing efforts emphasized personalized , such as custom rod building, and the catalogs grew in scope, reaching 108 pages by 1961 to showcase an array of tackle and accessories. Despite these advances, Orvis faced ongoing challenges, including postwar supply constraints and competition from mass-produced alternatives, resulting in limited profitability through the late . Sales stood at approximately $100,000 in 1946 but began accelerating in the amid a national boom in , with sales roughly doubling over the decade and total revenue reaching $1.5 million by the end of the . This period culminated in the opening of a flagship retail store in Manchester, , in 1957, featuring over 10,000 fly patterns and a casting pool to enhance , solidifying Orvis's position as a premier by 1965 when annual sales approximated $500,000.

Perkins Family Era (1965–Present)

In 1965, Leigh H. Perkins acquired The Orvis Company for $400,000, marking a pivotal shift to private family ownership after years of financial instability under previous management. This purchase transformed the struggling 109-year-old firm, which had only 20 employees and $500,000 in annual sales, into a revitalized enterprise focused on fly-fishing, , and outdoor apparel. Under Perkins' leadership as CEO until 1992, the company emphasized quality craftsmanship, customer service, and conservation, laying the foundation for sustained growth. Leadership transitioned smoothly within the Perkins family following Leigh's retirement. His son, Leigh "Perk" Perkins Jr., assumed the role of president and CEO in 1992, with brother Dave Perkins serving alongside as a key executive and later vice chairman, guiding the company through expansion in the 1990s and 2000s. Perk led as CEO until 2018, growing annual revenue from $88 million to $375 million by diversifying product lines and enhancing retail presence. In 2020, Simon Perkins, Perk's son and Leigh's grandson, became the third-generation leader as president, overseeing strategic operations after serving as since 2018; he represents the family's continued commitment to Orvis' heritage while adapting to modern retail dynamics. Key milestones during this era included a strategic digital pivot in the , where Orvis invested heavily in platforms, website enhancements, and catalogs to reach broader audiences beyond traditional brick-and-mortar and print channels. This shift, accelerated under Perk's tenure and continued by Simon, integrated digital tools like Adobe's platforms for personalized experiences, boosting sales amid evolving consumer behaviors. The Perkins era has also navigated significant challenges, including the 2020 , which prompted furloughs and temporary store closures to manage operational disruptions. In October 2024, Orvis announced an 8% workforce reduction affecting 112 employees, the discontinuation of its iconic printed catalog after nearly 150 years, and consolidations of select retail stores to create a leaner, more agile amid economic pressures. These measures continued into 2025, with a June announcement of additional layoffs affecting about 4% of the workforce (approximately 50 employees) and an October 2025 decision to close 36 stores and outlets by early 2026, citing impacts from tariffs and ongoing economic challenges. Led by Simon Perkins, these steps aim to refocus resources on core strengths in outdoor experiences and digital innovation.

Business Operations

Retail and Distribution Channels

Orvis has historically relied on a multi-channel approach to reach customers, evolving from its origins as a mail-order business in 1856 to a blend of direct-to-consumer and retail strategies. The company pioneered the use of catalogs in the outdoor industry, distributing them annually for over 170 years to showcase fly-fishing gear, apparel, and accessories until their discontinuation in October 2024 as part of a strategic shift amid economic pressures. This move marked the end of a traditional channel that had built a loyal customer base, transitioning focus to digital platforms for broader accessibility. Complementing its mail-order legacy, Orvis launched its website in 1998, which has since grown into a core sales driver, enabling online purchases of its product range including , , and outdoor . By 2024, the site's annual revenue reached $136 million, reflecting its substantial role in the company's overall operations and supporting a seamless omni-channel experience where customers can browse digitally and pick up in stores. In parallel, physical retail forms a key pillar, with Orvis operating approximately 70 retail stores across the as of November 2025, though the company announced plans in October 2025 to close 36 locations—including 31 full-price stores and five outlets—by early 2026 to streamline operations, refocus on core offerings like fly-fishing and wingshooting, and address pressures. These stores include dedicated fly shops for hands-on gear testing and lifestyle-oriented outlets stocking apparel and home goods, supplemented by a network of over 550 authorized dealers for wider product availability. Logistically, Orvis supports its distribution through facilities including a fulfillment center in , and operations tied to its headquarters in Manchester, Vermont, which together enable efficient inventory management and global shipping for both direct and dealer orders. The company employs advanced tools like FourKites for real-time visibility into shipments, optimizing on-time delivery and reducing disruptions to enhance customer satisfaction. Orvis emphasizes experiential retail to engage customers, featuring in-store elements such as full-service fly shops where shoppers can test rods and receive personalized guidance from expert staff. Many locations offer free Fly Fishing 101 classes and demonstrations, while the flagship store in , , includes a fully stocked casting pond for practical instruction, fostering an immersive environment that aligns with the brand's outdoor ethos.

International Expansion

Orvis established its international presence with the creation of Orvis UK as a subsidiary in 1982, focusing on mail-order and retail operations in southern England near prominent trout rivers. The subsidiary, headquartered in Andover, Hampshire, supports a dedicated online platform at orvis.co.uk that serves customers across Europe, alongside a network of authorized dealers and limited company-owned retail locations, such as the flagship store in Stockbridge. This expansion allowed Orvis to adapt its product offerings, including fly-fishing equipment and outdoor apparel, to European markets while maintaining the company's emphasis on quality and customer service. Building on this foundation, Orvis developed distribution partnerships in and starting in the 1990s to broaden its global footprint without establishing full subsidiaries in those regions. In , authorized dealers such as The Flyfisher and Compleat Angler have handled retail distribution of Orvis products, including rods, reels, and waders, catering to the growing fly-fishing community. Similarly, in , partnerships with outlets like Another Fly Store in and various dealers in and facilitate access to Orvis gear in key markets, emphasizing fly-fishing essentials adapted for local angling conditions. These collaborations have enabled Orvis to leverage regional expertise for inventory management and customer engagement without direct operational overhead. Post-Brexit, Orvis UK faced operational challenges, prompting adjustments to its and retail beginning in 2016 and intensifying after the 's departure from the in 2020. In response, the company refocused its business on core fly-fishing products, closing all but one retail store by early 2022 to streamline distribution and mitigate rising costs associated with trade barriers and logistics disruptions. These changes included shifting more reliance to online sales and authorized dealers to maintain European accessibility amid altered regulations. Orvis's global reach extends through exports to dozens of countries worldwide, with fly-fishing gear serving as the primary category due to its alignment with the company's heritage and international demand for premium equipment. This export model supports sales via the main U.S. website with international shipping, excluding restricted regions, and complements subsidiary and partnership efforts to deliver products efficiently across borders.

Orvis Adventures and Experiences

Orvis Fly-Fishing Schools, established in as the world's first dedicated fly-fishing instructional program, provide hands-on education for anglers of all levels through multi-day courses focused on , knot-tying, and river reading. These schools operate at 22 locations across the , including flagship sites in , , and specialized venues in states like and , where participants learn on local waters with certified instructors. Internationally, Orvis offers a fly-fishing school in , adapting curricula to regional species and environments such as flats. Orvis Travel curates guided experiential trips emphasizing fly-fishing and wingshooting safaris to numerous destinations worldwide, from remote Alaskan streams to African savannas. These adventures include multi-day itineraries with expert-led outings, luxury lodging, and customized excursions, such as permit fishing in or pheasant hunts in , designed to immerse participants in diverse ecosystems. With more than 250 vetted options across fly-fishing and wingshooting, the program prioritizes small-group dynamics and professional guidance to enhance skill development and exploration. Complementing these offerings, the Orvis-Endorsed Guides and Lodges network comprises over 300 vetted providers globally, ensuring high standards of service, expertise, and ethical practices across fly-fishing and wingshooting operations. This extensive system connects travelers with independent outfitters in regions like , , and , where guides are annually inspected for quality and sustainability alignment. Orvis Shooting Grounds feature dedicated facilities for clay shooting and wingshooting instruction, with key sites in , —home to a world-class range offering the English Churchill method—and in the , including estates in for driven and experiences. These venues provide structured programs, from beginner clinics to advanced simulations, equipped with on-site instructors and diverse target presentations to build proficiency in upland and sporting clays disciplines. Participants often access gear rentals, such as shotguns and ammunition, to facilitate immediate engagement without prior equipment ownership.

Conservation and Sustainability

Key Programs and Initiatives

Orvis's conservation efforts trace back to the , when the company established its initial focus on habitat protection under the leadership of the Perkins family following their acquisition in 1965. This commitment formalized with the creation of dedicated conservation programs aimed at restoring and preserving fish and wildlife habitats across local streams and larger ecosystems. In the 1980s, Orvis pioneered a structured corporate giving model by committing 5% of its annual pre-tax profits to conservation initiatives, a policy that continues today and has resulted in over $25 million donated since its inception (as of 2023). These funds support the Orvis Company Conservation efforts, which emphasize restoration projects, including stream enhancement and protection of critical waterways like those in and the . The program prioritizes long-term sustainability, with goals to protect or restore 50 million acres of vital by 2030. Key initiatives include longstanding support for Project Healing Waters Fly Fishing, a program Orvis helped advance shortly after its launch in 2005 to provide therapeutic fly-fishing experiences for disabled active members and veterans. Orvis also collaborates on river cleanup efforts with Trout Unlimited, such as annual events along the Battenkill River to remove trash and improve water quality for habitats. On the operational front, Orvis integrates into its , aiming to become climate positive by 2030 through participation in the Outdoor Industry Association's Climate Action Corps and reductions in its . The company incorporates bluesign®-certified fabrics—verified for environmental safety and —into many of its apparel products, such as shirts and quick-dry pants made from recycled materials.

Partnerships and Impact

Orvis has formed strategic partnerships with prominent conservation organizations, including the World Wildlife Fund, , and Trout Unlimited, to co-fund hundreds of projects aimed at habitat restoration and species protection. These collaborations extend to local entities, such as Trout Unlimited chapters in , where Orvis supports initiatives aligned with state efforts through the Montana Fish, Wildlife & Parks framework. Through these partnerships, Orvis has achieved significant environmental impact, including contributions to the and restoration of vital habitats as part of a broader commitment to safeguard 50 million acres by 2030. Orvis's 5% for program, which includes customer matching grants, has raised and donated $25 million (as of 2023) to hundreds of conservation organizations, with a focus on fisheries enhancement; for instance, in partnership with Unlimited, it raised over $600,000 in 2021 alone to protect Bristol Bay's habitats. This aligns with Orvis's long-standing donation policy of allocating 5% of pre-tax profits to . Orvis recognizes outstanding conservation work through its annual Orvis Conservation Grants, awarded since at least 2010 to support on-the-ground projects by individuals and organizations. These grants, part of the company's Endorsed Awards program formalized in earlier years and continuing annually, highlight recipients' efforts in areas like river restoration and wildlife preservation. On the global stage, Orvis extends its efforts through Orvis , which supports the Missing Salmon Alliance—a coalition including the Atlantic Salmon Trust and the Game & Wildlife Conservation Trust—to address declining populations in rivers via habitat improvements and policy advocacy.

Company Culture and Workforce

Ownership and Leadership

Orvis has been privately owned by the Perkins since 1965, when Leigh H. Perkins purchased the company, with no or publicly traded shares. The maintains full control, passing through generations while emphasizing long-term stewardship over short-term gains. The Board of Directors is chaired by Marka Hansen, a retail industry veteran with over 25 years of experience, including roles as President of Gap and . The board includes family members such as Perk Perkins, former CEO from 1993 to 2018 who grew the company from $88 million to $375 million in revenue, and Dave Perkins, who led retail expansion and Orvis Adventures, alongside external experts like Roger N. Farah, former President and COO of , and others with backgrounds in retail, , IT, and conservation. Simon Perkins serves as President since May 2020, marking the third generation of family leadership and focusing on digital innovation, including growth and to diversify . He joined Orvis in 2012 after working as a guide and graduated from . The company has had five CEOs in its history, with previous leaders including Leigh H. Perkins (1965–1992), Perk Perkins (1993–2018), and Bill McLaughlin (2018–2020), the latter being the first non-family CEO since the 1950s. Governance at Orvis emphasizes core values of quality, integrity, and conservation, guiding to prioritize , product excellence, and , including a commitment to donate 5% of pre-tax profits to conservation efforts. These principles, rooted in the Perkins family's acquisition of the company in , ensure alignment across operations and strategic initiatives.

Employee Policies and Recent Developments

Orvis provides a comprehensive benefits package to its employees, including medical, dental, vision, , short- and long-term disability coverage, and an (EAP). The company also offers a retirement plan with matching contributions when business conditions allow, along with paid time off and holiday pay for full-time associates. To support work-life balance aligned with its outdoor-focused ethos, Orvis promotes flexible and opportunities, an inclusive culture, and generous associate discounts on products, travel experiences, and participation in Orvis-endorsed schools such as fly- and wingshooting programs. Employees receive substantial discounts on activity fees at Orvis facilities, including reduced rates for shooting and schools, fostering engagement with outdoor pursuits. The company invests in employee development through internal training programs emphasizing sales skills, product knowledge, and cultural education tied to Orvis's conservation values. Additionally, the Professional Scholarship Plan aids associates in personal growth and career advancement by providing support for skill-building opportunities. In response to the in 2020, Orvis temporarily closed all 80 U.S. retail stores and furloughed a significant portion of its , including the majority of approximately 30 employees at its retail location and 60 at the rod shop, while laying off about 50 staff—representing 20% of the Sunderland office. To mitigate impacts, executives at director level and above took pay cuts of up to 50%, the board suspended compensation, and laid-off employees received severance, extended healthcare through May, and outplacement services. Stores began reopening later in 2020 as conditions improved, with furloughed staff returning where possible, while online operations continued uninterrupted from the , fulfillment center. More recently, in October 2024, Orvis announced a affecting 8% of its workforce, resulting in 112 layoffs, alongside the discontinuation of its 170-year-old print catalog to shift focus toward digital channels and modern retail strategies. Affected employees received two months of full pay and benefits, additional severance, assistance, and job transition support. In June 2025, Orvis announced a further reduction of 4% of its , affecting approximately 56 employees, primarily due to increasing pressures on imported goods. Affected staff received severance and support services. In 2025, the company announced plans to close 31 retail stores and 5 outlet locations by early 2026 as part of a strategic refocus on core fly-fishing and wingshooting products amid ongoing challenges and market shifts; this will impact additional employees, with details on support to be provided. Orvis has advanced diversity efforts, particularly for women in outdoor activities, through initiatives like the 2017 launch of "50/50 on the Water," which promotes in by developing women-specific gear, offering targeted classes at 22 retail stores and schools, and creating travel opportunities to encourage female participation and celebrate women in conservation. The company has also supported broader inclusivity via the Angling for All Pledge, addressing barriers for Black, Indigenous, and People of Color in fishing through curriculum and community commitments.

Publications and Media

Books and Guides

Orvis has developed a prominent line of instructional books and guides under its branded series, primarily through a longstanding with Lyons Press, an imprint of Globe Pequot, focusing on , fly tying, wingshooting, and related outdoor skills. This collaboration has produced dozens of titles since the , offering practical, expert-driven content for anglers and shooters at all levels, with an emphasis on technique, equipment, and environmental awareness. The series prioritizes accessible yet detailed guidance, drawing from Orvis's expertise in outdoor pursuits to educate users on sustainable practices alongside skill-building. A cornerstone of the collection is The Orvis Fly-Fishing Guide by Tom Rosenbauer, first published in 1984 and revised multiple times, with earlier editions selling over 200,000 copies. This comprehensive manual covers essential topics such as tackle selection, techniques, patterns, knots, and reading water, making it a foundational resource often called the "bible of ." Other key titles include The Orvis Fly Tying Guide by Rosenbauer, which features step-by-step instructions for creating effective , and The Orvis Wingshooting Handbook, revised by Bruce Bowlen and Dylan Snell, detailing fundamentals like gun handling, target presentation, and field ethics. Rosenbauer, Orvis's longtime fly-fishing authority, has authored more than ten books in the series, contributing to its reputation for authoritative, field-tested advice. Orvis also produces specialized technique manuals and regional guides, such as The Orvis Guide to Beginning for novices and Colorado's Best for location-specific strategies. These materials often bundle practical elements like fly patterns and diagrams, supporting hands-on learning. Since the 2010s, many titles have been adapted into digital e-books, expanding accessibility via platforms like Kindle. Distribution occurs through Orvis's retail outlets, online store, and partnerships, allowing integration with product purchases like rods or tying kits. Additionally, resources like the ongoing Orvis Fly-Fishing Report—updated weekly with stream conditions, recommended flies, and tips—serve as a complementary digital guide to the printed works. While not formal collaborations on new titles, Orvis publications frequently reference influential experts like Gary LaFontaine for advanced fly-tying insights, such as his sparkle yarn techniques in caddis imitations. These books enhance Orvis Adventures experiences by equipping participants with pre-trip knowledge for guided outings.

Company Newspaper and Digital Content

Orvis has maintained a tradition of company publications since 1967, when owner Leigh Perkins launched The Orvis News as a quarterly print to inform customers about new products, store openings, and outdoor pursuits like and . This publication evolved from earlier promotional efforts, such as the company's Record Catch Contests, and served as a key channel for engaging the sporting community. By the early , The Orvis News transitioned to a fully digital format, expanding its reach through an online at news.orvis.com, launched on September 15, 2010. The Orvis News features daily content including reports, gear reviews, casting tutorials, and updates on conservation efforts, at its peak drawing over 5 million annual visits. In , longtime editor Phil Monahan stepped down after over 14 years, but the continues to publish under new leadership. It includes specialized sections like the Fly-Fishing , which provides timely articles, photos, videos, and podcasts celebrating heritage while offering practical tips for enthusiasts of all levels. The platform's educational focus has made it the most-visited non-commerce section on the Orvis website, with historical data showing 2.5 million visits in 2016 alone. Complementing the blog, Orvis leverages for interactive engagement, particularly on , where the @orvis account boasted 365,000 followers (as of 2023) and shares , live streams of outings, and behind-the-scenes looks at outdoor adventures. These platforms encourage community participation, such as submitting photos of catches or participating in live Q&A sessions with experts, fostering a sense of shared passion among followers. Orvis also produces multimedia content through podcasts and videos, with the "Orvis Fly Fishing" YouTube channel—launched in the 2010s—offering tutorials on techniques like nymphing and dry-dropper rigs, amassing over 106,000 subscribers (as of 2023). The associated podcast series, integrated into the blog and available on platforms like Apple Podcasts, features interviews with anglers and in-depth discussions on fly-fishing strategies, enhancing the company's role as an educational resource. This digital ecosystem occasionally promotes Orvis's published books and guides to provide deeper dives into topics introduced in shorter formats.

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