Orvis' Return to Roots, with Simon Perkins
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Orvis is undergoing a strategic transformation to return to its core values after a period of significant upheaval, driven by shifting consumer behavior, rising costs, and global supply chain disruptions. Simon Perkins, president of the family-owned Orvis Company and third-generation leader, reveals that the decision to end the iconic print catalog and close 30 of 64 retail stores was not taken lightly but was essential for long-term survival. The changes were motivated by a deep commitment to durability, not short-term profits—prioritizing the emotional connection between customers and the outdoors over commoditized, peripheral products. By focusing exclusively on fly fishing gear, wing shooting equipment, core apparel, and dog products that resonate with their passionate community, Orvis is rebuilding its business around what truly matters: enduring relationships, product excellence, and conservation leadership. Perkins emphasizes that the company’s future is not for sale, rooted in a generational legacy where fishing isn’t just a business, but a personal, familial calling passed down from grandfather to grandson. The future is bright, with a renewed focus on innovation, storytelling, and partnerships with independent fly shops—proving that returning to roots isn’t retreat, but reinvention with purpose.
Orvis closed 30 of 64 stores and ended its 150-year print catalog to focus on its core fly fishing and wing shooting products, which are emotionally resonant and durable.
The decision was driven by 40% catalog cost increases and global tariffs that disrupted U.S.-made manufacturing, making the old business model unsustainable.
Orvis is shifting to a wholesale model, strengthening relationships with independent fly shops to preserve the in-person, expert-led experience customers value.
The company is not for sale—family ownership and generational commitment to fly fishing and conservation are non-negotiable values.
Product innovation is accelerating, with the Helios fifth generation and new Recon rods in development, signaling a renewed focus on long-term engineering excellence.
…and 3 more takeaways available in PodZeus
Orvis' Strategic Reckoning: Why Change Was Necessary
Tom Rosenbauer introduces Simon Perkins, president of Orvis, and sets the stage for a deep dive into the company's recent transformation, emphasizing the emotional weight of the decisions made and the long-term vision behind them.
The End of the Print Catalog: A Legacy Reassessed
Perkins explains the painful but necessary decision to stop mailing the iconic Orvis catalog, citing a 40% cost increase over four years and the decline of print engagement, despite its deep emotional connection with customers.
Tariffs, Supply Chains, and the Collapse of the Old Model
The impact of sudden tariffs and global supply chain disruptions is detailed, showing how they devastated the business model, especially for products not made in the U.S., forcing a hard look at viability.
Focusing on the Core: What Makes Orvis Truly Valuable
Perkins identifies the core of Orvis’ success: fly fishing gear, wing shooting equipment, and products tied to the emotional bond with the outdoors, which remained strong even during crises.
The Human Cost of Change: Closing Stores and Losing Relationships
The emotional toll of closing 30 stores is acknowledged, with stories from customers and employees highlighting the irreplaceable in-person connection that Orvis once provided.
“There would have been an easy button to hit to say, hey, let's be done with this. But it's not who we are. We would have made... A lot of the hard decisions I talked”
“We had to make the really difficult decision to close 30 of our 64 stores. And again, when you're purely talking business on paper, it can be a straightforward decision, but it's not that at all.”
“The Helios, the fourth generation, I mean, that was five years in the making when I first started.”
Host
Guest
orvis company
organization
simon perkins
person
tom rosenbauer
person
perkins family
organization
helios fly rod
product
fly fishing shows
other
cherry creek store
place
recon rods
product
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