Orvis (1856), company overview

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The History of Orvis: America’s Iconic Fly-Fishing Brand

Founded in 1856, Orvis is the oldest mail-order retailer in the United States and one of the most respected names in fly fishing and outdoor sporting goods. From its beginnings as a small shop in Manchester, Vermont, to becoming a global leader in outdoor apparel, fly-fishing equipment, and conservation advocacy, Orvis has continually evolved while maintaining its commitment to quality and craftsmanship. This history explores the company’s founding, key leadership transitions, innovations, financial growth, and its modern-day operations.

Founding and Early Years: The Charles Orvis Era (1856–1939)

Orvis was founded by Charles F. Orvis in Manchester, Vermont, in 1856. An avid angler, Orvis was determined to produce high-quality fly-fishing reels and tackle that would stand out from the competition. His most famous creation, the Orvis Fly Reel, was introduced in 1874 and quickly set a new standard for American reel design. The reel’s innovative ventilated spool and lightweight construction made it highly desirable among serious fly fishers.

Orvis’s success was further bolstered by its early adoption of mail-order catalog sales. Long before mass-market retailers like Sears and Montgomery Ward popularized catalog shopping, Orvis was already mailing product listings to customers across the country. This pioneering approach helped the company reach anglers far beyond Vermont and established it as a national brand.

Charles Orvis’s daughter, Mary Orvis Marbury, played a pivotal role in shaping the company’s legacy. In the late 19th century, she managed the company’s fly-tying operation and authored Favorite Flies and Their Histories (1892), a definitive work that categorized hundreds of fly patterns. Her book became an essential reference for fly fishers and solidified Orvis’s reputation as a leader in the sport.

After Charles Orvis passed away in 1915, the company remained in family hands but struggled through the economic downturns of the 1920s and 1930s. The Great Depression severely impacted sales, and by the late 1930s, Orvis was a shadow of its former self.

Revival and Innovation: The Corkran Era (1939–1965)

In 1939, a group of businessmen from Philadelphia, led by Dudley Corkran, acquired Orvis for just $4,500. Under Corkran’s leadership, the company began modernizing its operations and investing in product innovation.

One of Corkran’s most significant moves was hiring master rod builder Wes Jordan in 1940. Jordan, who had worked at South Bend Bait Company, revolutionized bamboo fly rod production at Orvis. In the late 1940s, he developed the impregnation process that made Orvis bamboo rods more durable and resistant to moisture, setting a new industry standard. These rods quickly gained a reputation for their quality and craftsmanship, attracting both everyday anglers and serious sportsmen.

Corkran’s tenure also saw Orvis expand its product offerings beyond reels and rods, slowly introducing other outdoor gear to appeal to a broader customer base. By the early 1960s, Orvis had regained stability, but it was still a relatively small company.

Expansion and National Recognition: The Leigh Perkins Era (1965–1992)

A transformative moment in Orvis’s history came in 1965 when Leigh H. Perkins purchased the company for $400,000. At the time, Orvis had around 20 employees and annual sales of just $500,000. Perkins, a passionate outdoorsman and savvy businessman, had a vision to turn Orvis into a premier lifestyle brand for anglers and outdoor enthusiasts.

One of Perkins’s key strategies was diversifying the company’s product line. He expanded Orvis beyond fly-fishing gear by introducing hunting equipment, men’s and women’s outdoor apparel, and even home goods. He also pioneered customer acquisition techniques by exchanging mailing lists with other outdoor brands like L.L. Bean and Eddie Bauer, significantly expanding Orvis’s reach.

In 1966, Orvis launched the first-ever fly-fishing school in the U.S. in Manchester, Vermont. This innovation made the sport more accessible to newcomers and positioned Orvis as an authority in angling education.

By the 1980s, Orvis had established itself as a leader in outdoor retail. The company’s direct-mail catalog business flourished, and it began opening retail stores across the U.S. and in select international locations. Perkins’s leadership grew Orvis’s annual sales to $90 million by the time he retired in 1992.

Growth and Global Reach: The Perk Perkins Era (1992–2020)

In 1992, Leigh Perkins handed the reins to his son, Perk Perkins, who became CEO. Under his leadership, Orvis expanded aggressively into e-commerce, investing heavily in its website and online catalog. This shift allowed the company to reach new generations of customers while maintaining its loyal base of traditional anglers.

During this period, Orvis also pursued acquisitions to strengthen its position in the market. In 2013, it acquired Scientific Anglers, a leading manufacturer of fly-fishing lines and accessories. This move allowed Orvis to integrate cutting-edge fly-line technology into its product lineup, reinforcing its status as an industry innovator.

Orvis also deepened its commitment to conservation, a longstanding company value. It donated millions to organizations like Trout Unlimited and The Nature Conservancy and launched initiatives to protect vital fisheries and public lands.

By the late 2010s, Orvis had grown into a $200 million company, with more than 80 retail locations in the U.S. and U.K., a thriving online presence, and a strong wholesale distribution network.

Modernization and Challenges: The Simon Perkins Era (2020–Present)

In May 2020, Perk Perkins stepped down, and his son, Simon Perkins, became Orvis’s new president. Simon, a former fly-fishing guide, brought a deep passion for the brand’s heritage and an understanding of modern retail challenges. His tenure has focused on digital transformation, sustainability, and adapting to changing consumer habits.

One of the biggest shifts under Simon Perkins’s leadership has been Orvis’s move away from its traditional mail-order catalog. In 2024, the company announced it would discontinue the catalog, a historic part of its identity, in favor of a more digital-first strategy. This decision was driven by changing customer behaviors and a commitment to reducing paper waste. The move is expected to save over 2,500 tons of paper annually.

Orvis has also faced challenges, including layoffs and store closures as part of a broader restructuring effort. In 2024, the company laid off around 8% of its workforce and closed several retail locations, including its only store in Wisconsin. These changes reflect broader industry trends, where brick-and-mortar retail is shifting in response to e-commerce growth.

Despite these challenges, Orvis remains a powerhouse in the outdoor industry. The company continues to manufacture its flagship fly rods in Vermont, uphold its reputation for exceptional customer service, and invest in conservation efforts.

Financial Performance and Future Outlook

As of 2024, Orvis generates an estimated $300 million in annual revenue. While it remains privately held, its financial growth has been driven by a mix of direct-to-consumer sales, retail stores, e-commerce, and wholesale partnerships.

Looking ahead, Orvis aims to balance tradition with innovation. By leveraging digital marketing, enhancing its product line, and staying true to its conservation mission, the company is positioning itself for continued success in a rapidly evolving outdoor retail landscape.

Conclusion

Orvis’s journey from a small Vermont tackle shop to a globally recognized outdoor brand is a story of resilience, innovation, and adaptation. Under the leadership of the Perkins family, the company has successfully navigated economic shifts, technological advancements, and changing consumer preferences. While it faces modern challenges, Orvis remains dedicated to its heritage, ensuring that future generations of anglers and outdoor enthusiasts can experience the quality and craftsmanship that have defined the brand for nearly 170 years. And I think that ultimately, that authenticity will be the key in an ultra competitive environment.