News of Orvis retail closures has fuelled growing speculation in recent months. Many loyal customers and industry watchers are now wondering: Is Orvis going out of business, or is this heritage brand simply evolving to meet today’s retail challenges?
In this article, we will explore how the Orvis business model is changing. You will discover the company’s current business strategy, the truth behind recent closures, and whether Orvis is still in business.
More importantly, we will unpack what entrepreneurs can learn about resilience, brand evolution, and staying competitive in a transforming industry.
Key Takeaways
- Orvis is not going out of business but is transforming its business model to stay competitive.
- Store closures reflect strategic shifts, not a full exit from the outdoor retail market.
- The Orvis brand is leveraging sustainability, community engagement, and digital channels to drive growth.
- Entrepreneurs can learn valuable lessons on brand resilience and adaptation from Orvis’ ongoing evolution.
What Is the Orvis Brand?
Orvis is a 168-year-old American outdoor retailer best known for its premium fly-fishing gear, outdoor apparel, and lifestyle products. Founded in 1856 in Manchester, Vermont, the Orvis brand has evolved from a specialist tackle shop into a globally recognised name in the outdoor industry.
At its core, Orvis serves a community of outdoor enthusiasts, anglers, travellers, and conservationists. The company’s product lines include everything from handcrafted fly rods to sustainable outdoor clothing, dog gear, home furnishings, and curated travel experiences.
Orvis is also widely respected for its conservation work, donating millions of dollars toward habitat restoration and wildlife protection. This commitment has positioned it alongside modern sustainable outdoor brands that resonate with today’s eco-conscious consumers.
Today, Orvis operates with an omnichannel business model, a mix of carefully selected retail stores, a powerful e-commerce platform, and rich experiential offerings.
While rooted in tradition, the company continues to adapt its business strategy to align with fast-changing outdoor retail market trends.
Company Overview: Orvis at a Glance
Before diving deeper into the brand’s history and business strategy, here is a quick look at the key facts about Orvis:
| Attribute | Details |
|---|---|
| Company Name | The Orvis Company, Inc. |
| Founded | 1856 |
| Founder | Charles F. Orvis |
| Current Ownership | Privately held by the Perkins family |
| Headquarters | Sunderland, Vermont, USA |
| Industry | Outdoor retail, fly-fishing, apparel, lifestyle |
| Key Products & Services | Fly-fishing equipment, outdoor apparel, travel experiences, home goods |
| Signature Catalogue | Launched in 1892 and discontinued in 2024 as part of digital transformation |
| Conservation Commitment | Longstanding supporter of habitat restoration and wildlife conservation |
| Notable Historical Events | Survived the Great Depression; acquired by Leigh Perkins in 1965 |
| Business Model Today | Omnichannel: select retail stores + strong digital and direct-to-consumer focus |
A Brief History of Orvis
Founded more than a century and a half ago, Orvis is one of America’s most enduring outdoor brands.
From its origins in fly-fishing tackle to its evolution into a complete outdoor lifestyle company, Orvis has continually adapted to changing times. Below is a snapshot of key moments in the Orvis brand history:
| Year | Milestone |
|---|---|
| 1856 | Orvis was founded by Charles F. Orvis in Manchester, Vermont. |
| 1892 | Launch of the first Orvis mail-order catalogue, expanding national reach. |
| 1930s | The company entered a receivership during the Great Depression. |
| 1965 | Business acquired by Leigh H. Perkins; modernisation begins. |
| 1970s–1980s | Diversification into outdoor apparel, dog products, and home goods. |
| 1990s | Orvis deepens commitment to conservation and sustainability initiatives. |
| 2020 | Simon Perkins becomes CEO, continuing the family legacy. |
| 2024 | Strategic transformation: catalogue discontinued, selected retail closures, and focus on digital-first business model. |
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The Origin of the Orvis Retail Closures Rumours
In 2024, The Orvis Company announced that it would cut 8 per cent of its workforce, amounting to 112 employees, as part of a company-wide restructuring effort, according to a report by Retail Dive.
The announcement also confirmed the closure of several retail locations and the discontinuation of Orvis’ iconic catalogue, which had been in circulation since 1892.
The 168-year-old Orvis brand explained that these changes were necessary to adapt to evolving market challenges and streamline operations for long-term sustainability. Affected employees were offered severance packages and support services to ease the transition.
While the leadership made it clear that Orvis remains financially stable and committed to future growth, the news headlines sparked speculation.
The closure of some physical stores and the end of the historic catalogue quickly led to online rumours and social media posts questioning: is Orvis going out of business, is Orvis still in business, or is Orvis out of business?
In reality, these decisions reflect a strategic evolution of the Orvis business model, not an impending shutdown.
What Is Happening To Orvis? The Real State of Orvis’ Business Today
Despite recent headlines and online speculation, Orvis remains very much in business and is actively reshaping its future.
While the closure of some retail stores and the end of its historic catalogue understandably sparked concerns, these changes reflect a deliberate shift in the Orvis business model rather than a signal of financial distress.
Publicly available information indicates that Orvis continues to operate a selective retail footprint across the United States while focusing heavily on growing its direct-to-consumer and e-commerce channels.
The decision to discontinue the catalogue, which had been in circulation since 1892, is part of this broader digital transformation, an effort to align with evolving outdoor retail market trends and consumer preferences.
The company is investing in website enhancements, personalised digital marketing, and expanding its portfolio of experiential offerings, such as fly-fishing schools and adventure travel.
Overall, the real state of Orvis’ business today is one of strategic transition, not retreat. The company is pruning underperforming stores and legacy operations to focus on high-growth, high-potential channels.
Market Challenges Facing The Orvis Brand and How Orvis Is Responding to Them
Like many legacy retailers, Orvis is navigating a complex and fast-evolving market landscape. While the brand remains strong, several key challenges are reshaping its strategy and driving innovation.
Rather than retreat, Orvis is actively transforming its business model to stay competitive in today’s dynamic outdoor retail market.
Below are the challenges facing the brand and the ways the company is responding to these challenges:
| Market Challenge | Orvis’ Response |
|---|---|
| Declining demand for traditional print media | Discontinued the mail-order catalogue and shifted to a digital-first business model. |
| Increased competition from digital-first outdoor brands | Enhanced its e-commerce platform and invested in personalised online experiences. |
| Changing consumer values around sustainability | Expanded commitments to conservation, ethical sourcing, and sustainable product development. |
| Need for stronger community engagement | Grown experiential offerings such as fly-fishing schools and guided adventure travel. |
| Pressures on brick-and-mortar retail | Close underperforming retail locations while integrating physical and digital shopping experiences. |
| Rising supply chain and operational costs | Streamlined operations and focused resources on high-performing product categories and key markets. |
Is Orvis Going Out of Business? The Future of The Orvis Brand
Despite online speculation and headlines, Orvis is not going out of business. The brand is undergoing a period of strategic transformation, one that reflects the realities of today’s outdoor retail market and evolving consumer expectations.
The closure of select Orvis retail locations and the end of its iconic catalogue represent tactical moves, not signs of financial collapse. Far from exiting the market, Orvis is actively reshaping its business model to thrive in a digital-first, sustainability-conscious landscape.
The company continues to invest in e-commerce, enhance its product offerings, and build community through experiences and conservation efforts. Its core categories, the fly-fishing equipment, outdoor apparel, and dog products, remain competitive, while its brand loyalty and heritage give it a distinct edge.
Yes, the brand faces challenges, and the path forward will require disciplined execution. But the available evidence points to a company adapting and evolving, not folding.
For entrepreneurs watching from the sidelines, the Orvis brand offers a valuable example of how legacy businesses can navigate disruption without losing their identity.
What Entrepreneurs Can Learn From Orvis
The story of Orvis is far from a simple tale of retail closures. It is a powerful case study in how a long-established brand can adapt, innovate, and stay relevant in an era of fast-moving consumer trends and digital disruption.
Entrepreneurs watching this transformation can draw several important lessons, and here are the key takeaways:
Adapt Before Crisis Forces It
Orvis did not wait for declining sales to trigger change. By proactively closing underperforming stores, ending its catalogue, and investing in digital-first channels, the brand is controlling its own narrative.
For entrepreneurs, this highlights the value of anticipating trends and adapting ahead of market forces, rather than reacting under pressure.
Leverage Brand Heritage But Stay Relevant
Orvis is not discarding its heritage; it is reinterpreting it. The company continues to honour its roots in fly fishing and conservation, while expanding into lifestyle categories that resonate with modern consumers.
The lesson? A strong brand story can be a competitive advantage, but only if it evolves with the times.
Align with Consumer Values
Modern consumers, particularly in the outdoor retail market, care deeply about sustainability and ethical practices.
Orvis has reinforced its conservation commitments and aligned its product development with the values driving growth among sustainable outdoor brands.
Entrepreneurs should look closely at how their own brand values align with the expectations of today’s buyers.
Use Focus to Drive Growth
Rather than trying to be everything to everyone, Orvis is narrowing its focus: investing in core product categories, building community engagement, and enhancing digital experiences.
For entrepreneurs, this is a reminder that clarity of focus often drives more sustainable growth than endless expansion.
Build Community, Not Just Transactions
One of Orvis’ strategic advantages is its strong community of engaged customers. Through fly-fishing schools, content marketing, and conservation partnerships, the brand creates experiences that turn customers into advocates.
Entrepreneurs should consider asking themselves: How can I foster a community around my brand that drives loyalty and advocacy?
Embrace Digital With Discipline
Moving away from a print-based sales model was not an easy decision for Orvis, but it was necessary.
The company is embracing e-commerce, personalised marketing, and direct-to-consumer channels with focus and intent, not chasing every digital trend, but selecting the ones that fit its brand.
Entrepreneurs should apply the same discipline to their digital strategies.
Balance Short-Term Moves With Long-Term Vision
Finally, Orvis is making changes that serve both immediate operational needs, such as cost optimisation, store closures and its long-term brand vision of building sustainable growth channels, and deepening customer relationships.
Entrepreneurs must remember: Strategy is about balancing the now and the next. Do not lose sight of long-term goals while addressing short-term pressures.
Conclusion
The rumours were loud, but the facts tell a different story. Orvis is not going out of business. What we are witnessing is a brand in transformation.
Through targeted store closures, a move away from traditional print, and a strategic investment in digital-first channels, Orvis is aligning its business with where the market is heading.
For entrepreneurs, Orvis is a case study in adaptation without losing identity. The company’s journey shows that heritage is an asset, but only if paired with innovation and an unwavering commitment to meeting customers where they are now.
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Frequently Asked Questions
Who bought Orvis?
Orvis is a privately held company and has been owned by the Perkins family since 1965, when it was purchased by Leigh H. Perkins. The Perkins family continues to own and manage the company today. Orvis has not been sold to any external buyers.
Why is Orvis UK closing?
In 2024, Orvis announced the closure of its UK retail operations, citing market challenges and the need to streamline its international business.
The decision was part of the company’s broader strategy to focus on its core U.S. market, optimise retail operations, and expand its digital-first business model.
Who is the CEO of Orvis?
As of 2024, the CEO of Orvis is Simon Perkins, grandson of Leigh H. Perkins. Simon Perkins brings both family leadership and deep experience within the company, having worked in various roles at Orvis before becoming CEO in 2020.
Is Orvis an ethical company?
Yes, Orvis is widely regarded as an ethical company, particularly known for its long-standing commitment to conservation, sustainability, and community engagement.
The brand actively supports habitat restoration, wildlife conservation, and responsible sourcing across its product lines. Its efforts have positioned Orvis among the more respected names within the community of sustainable outdoor brands.
Is Orvis going out of business?
No, Orvis is not going out of business. The company is restructuring parts of its operations, such as closing select retail stores and discontinuing its print catalogue, but remains financially stable and is actively investing in digital growth and brand experiences.
Is Orvis still in business?
Yes, Orvis is still in business and continues to operate both physical retail locations and a robust e-commerce platform. The brand is adapting to modern outdoor retail market trends and shifting consumer preferences while staying true to its heritage.
What is Orvis best known for?
Orvis is best known for its premium fly-fishing equipment, including handcrafted rods and reels, as well as high-performance outdoor apparel, dog products, and a strong commitment to conservation and outdoor lifestyle experiences.
Does Orvis ship internationally?
Yes, Orvis offers international shipping through its e-commerce platform. However, the company recently closed its UK retail operations, so customers in certain international markets may now rely primarily on online orders for Orvis products.
Where are Orvis products made?
Orvis products are made through a global supply chain. Its premium fly-fishing rods are still handcrafted in the U.S. at the company’s rod shop in Manchester, Vermont.
Other product categories, such as apparel and dog gear, are manufactured through trusted international partners, with an emphasis on responsible sourcing and ethical production.
Why did Orvis stop its catalogue?
Orvis discontinued its historic mail-order catalogue in 2024 as part of its transition to a digital-first business model. The decision reflects changing consumer habits, environmental considerations, and the company’s strategic focus on growing its e-commerce presence.
Is Orvis a sustainable brand?
Yes, Orvis is regarded as a leader among sustainable outdoor brands. The company invests heavily in conservation projects, partners with leading environmental organisations, and promotes responsible sourcing across its product lines.
Its long-standing commitment to wildlife and habitat protection is a core part of the Orvis brand identity.
Is Orvis a luxury brand?
Orvis occupies the premium outdoor lifestyle segment, offering high-quality products with an emphasis on craftsmanship, heritage, and sustainability.
While not positioned as an exclusive luxury brand, Orvis appeals to customers who value premium performance and authentic outdoor experiences.
