Orvis

Last updated
The Orvis Company
TypePrivate
Industry Retail
Founded1856(167 years ago) (1856) in Manchester, Vermont, US
FounderCharles F. Orvis
Headquarters Sunderland, Vermont
Number of locations
88 retail stores, 11 outlet stores
Key people
President: Simon Perkins [1]
ProductsClothing, gift/home, fly fishing, dogs, luggage and outdoor equipment
RevenueIncrease2.svg US$316 million (2021)
OwnerPerkins family
Number of employees
1,500 (2021)
Website orvis.com

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]

Contents

Orvis operates 70 retail stores and 10 outlet/warehouse locations in the US and 18 retail stores and one outlet store in the UK. Owned by the Perkins family since 1965, the company has changed hands twice and has had five CEOs in its history.

History

An Orvis in Avalon, Alpharetta, Georgia Orvis, Avalon, Alpharetta, GA Jan 2018.jpg
An Orvis in Avalon, Alpharetta, Georgia

Charles F. Orvis opened a tackle shop in Manchester, Vermont, in 1856. His 1874 fly reel was described by reel historian Jim Brown as the "benchmark of American reel design," the first fully modern fly reel. [3] [4]

Prior to the Civil War Orvis was sending out catalogs, which predated more famous ones from Sears, Roebuck by more than 20 years. [5] Charles's daughter, Mary Orvis Marbury, took charge of the Orvis fly department in the 1870s. In 1892, she published an encyclopedic reference book on fly patterns Favorite Flies and Their Histories . [4] [6]

Following Charles's death in 1915, sons Albert and Robert managed the company until the 1930s, when it essentially collapsed during the Depression. Investors, led by Philadelphia businessman-sportsman Dudley Corkran, purchased Orvis in 1939 for US$4,500 (equal to $94,672 today), and quickly revitalized the business. [4] Corkran hired master bamboo rodbuilder Wes Jordan, who by the late 1940s had developed a Bakelite impregnation process that made Orvis bamboo rods uniquely impervious to weather, rot, and other perennial perils. [7]

After World War II, 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. [8] The firm produces high quality flies and fly-tying tools, employing professional tyers like A.K. Best and Tom Rosenbauer to create new versions for sale. [9]

Purchase by the Perkins family

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 $1,857,233 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. [5] 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, which is thought to have been the first of its kind in the United States. His idea was to both to democratize the world of fly casting and at the same time to expand his customer base. Eventually the company was to establish a total of seven such fishing schools.

Perkins recognized the opportunity to make Orvis synonymous not only with fly fishing but with an entire way of life, and greatly enlarged the product line in the 1980s into gifts and clothing. [5] Described by contemporaries as a genius at mail order, Perkins pioneered the trading of customer mailing lists among his chief competitors, including L.L. Bean, Eddie Bauer and Norm Thompson. [4] [10] Inspired by Perkin’s respect for working dogs, the company introduced the Orvis Dog Nest bed in 1977, which not only launched an entirely new category for the company, but which was the first of its kind sold in the United States.

Under Perkins and Jordan's successor as 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. [11] 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. [12] 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." [13]

By the time that Perkins retired in 1992 and turned Orvis over to his sons the company had grown to have annual sales of $90 million and more than 700 employees. [5] Under the leadership of Perkins' sons, then-CEO Leigh ("Perk") Perkins, Jr., and Executive Vice Chairman Dave Perkins, Orvis has more fully formalized- and broadened its corporate vision. Whilst Orvis has thrived and revenue has more than tripled under the second generation of Perkins leadership, a long-simmering corporate identity crisis had to be addressed: the company's growth had strained Orvis's sense of direction - e.g. between 1982 and 2000, Orvis 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. [4] [14] As a result beginning in 2000 a rebranding effort began to focus Orvis as a name synonymous with a distinctive, outdoor style of living.

An Orvis Green Highlander salmon fly. Green Highlander salmon fly.jpg
An Orvis Green Highlander salmon fly.

Simon Perkins, the son of Leigh “Perk” Perkins (former Orvis CEO), and grandson of Leigh H. Perkins took over the company as president in 2020 [15]

Conservation programs

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. [10]

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. [16]

Related Research Articles

<span class="mw-page-title-main">Fishing</span> Activity of trying to catch fish

Fishing is the activity of trying to catch fish. Fish are often caught as wildlife from the natural environment, but may also be caught from stocked bodies of water such as ponds, canals, park wetlands and reservoirs. Fishing techniques include hand-gathering, spearing, netting, angling, shooting and trapping, as well as more destructive and often illegal techniques such as electrocution, blasting and poisoning.

<span class="mw-page-title-main">Fishing rod</span> Angling tool

A fishing rod is a long, thin rod used by anglers to catch fish by manipulating a line ending in a hook. At its most basic form, a fishing rod is a straight rigid stick/pole with a line attached to one end ; however, modern rods are usually elastic and generally have the line stored in a reel mounted at the rod handle, which is hand-cranked and controls the line retrieval, as well as numerous line-restricting rings that distribute bending stress along the rod and help dampening down/prevent line whipping and entanglement. To better entice fish, baits or lures are dressed onto the one or more hooks attached to the line, and a bite indicator is used, some of which might be incorporated as part of the rod itself.

<span class="mw-page-title-main">Fishing reel</span> Hand-cranked reel used in angling to stow fishing line

A fishing reel is a hand-cranked reel used in angling to wind and stow fishing line, typically mounted onto a fishing rod, but may also be used to retrieve a tethered arrow when bowfishing.

<span class="mw-page-title-main">Fly fishing</span> Angling technique

Fly fishing is an angling technique that uses an ultralight-weight lure called an artificial fly, which typically mimics small invertebrates such as flying and aquatic insects to attract and catch fish. Because the mass of the fly lure is insufficient to overcome air resistance, it cannot be launched far using conventional gears and techniques, so specialized tackles are used instead and the casting techniques are significantly different from other forms of angling. It is also very common for the angler to wear waders, carry a hand net, and stand in the water when fishing.

<span class="mw-page-title-main">Recreational fishing</span> Fishing as a hobby

Recreational fishing, also called sport fishing or game fishing, is fishing for leisure, exercise or competition. It can be contrasted with commercial fishing, which is professional fishing for profit; or subsistence fishing, which is fishing for survival and livelihood.

<span class="mw-page-title-main">Bamboo fly rod</span> Fly fishing rod made of split bamboo

A bamboo fly rod or a split cane rod is a fly fishing rod that is made from bamboo. The British generally use the term "split cane." In the U.S., most use the term "bamboo." The "heyday" of bamboo fly rod production and use was an approximately 75-year period from the 1870s to the 1950s when fiberglass became the predominant material for fly rods. Nevertheless, bamboo fly rods made from skilled makers continue to be 'state-of-the-art' in performance and are cherished and revered by their owners.

<span class="mw-page-title-main">Artificial fly</span> Lure used in fly fishing

An artificial fly or fly lure is a type of fishing lure, usually used in the sport of fly fishing. In general, artificial flies are an imitation of aquatic insects that are natural food of the target fish species the fly fishers try to catch. Artificial flies are constructed by fly tying, in which furs, feathers, thread or any of very many other materials are tied onto a fish hook.

<span class="mw-page-title-main">American Museum of Fly Fishing</span> Special Interest Museum in Manchester, Vermont United States

The American Museum of Fly Fishing is a museum in Manchester, Vermont, United States, that preserves and exhibits artifacts related to American angling.

<span class="mw-page-title-main">Bibliography of fly fishing</span>

This general annotated bibliography page provides an overview of notable and not so notable works in the English language regarding the sport of fly fishing, listed by year of first publication. Although not all the listed books are devoted exclusively to fly fishing, all these titles contain significant fly fishing content. The focus of the present page is on classic general texts on fly fishing and its history, together with notable public or university library collections dedicated to fly fishing.

<span class="mw-page-title-main">History of fishing</span> Aspect of history

Fishing is a prehistoric practice dating back at least 70,000 years. Since the 16th century, fishing vessels have been able to cross oceans in pursuit of fish, and since the 19th century it has been possible to use larger vessels and in some cases process the fish on board. Fish are normally caught in the wild. Techniques for catching fish include hand gathering, spearing, netting, angling and trapping.

Fly fishing tackle comprises the fishing tackle or equipment typically used by fly anglers. Fly fishing tackle includes:

<i>Favorite Flies and Their Histories</i>

Favorite Flies and Their Histories - With many replies from practical anglers to inquiries concerning how, when and where to use them-Illustrated by Thirty-two colored plates of flies, six engravings of natural insects and eight reproductions of photographs is a fly fishing book written by Mary Orvis Marbury published in Boston in April 1892 by Houghton Mifflin. It was considered by most fly fishers as the standard reference on flies in its era.

<i>The Salmon Fly</i>

The Salmon Fly - How to Dress It and How to Use It is a fly fishing book written by George M. Kelson published in London in 1895 by Messers. Wyman & Sons, Limited. This Victorian guide to fly fish tying built up the illusion that angling for salmon required feathers of exotic bird species.

<span class="mw-page-title-main">Royal Coachman</span> Artificial fly fishing lure

The Royal Coachman is an artificial fly that has been tied as a wet fly, dry fly and streamer pattern. Today, the Royal Coachman and its variations are tied mostly as dry flies and fished floating on the water surface. It is a popular and widely used pattern for freshwater game fish, particularly trout and grayling. Large streamer versions are also used for winter steelhead and Atlantic salmon.

<span class="mw-page-title-main">Tenkara fishing</span> Style of fishing

Tenkara fishing is a type of simple rod angling traditionally practiced in Japan. Primarily used for mountain stream trout fishing, tenkara is still a fairly rare method even among freshwater anglers in Japan, and was largely unknown outside Japan until 2009, when the company Tenkara USA, founded by Daniel Galhardo, introduced and popularized tenkara outside Japan.

<span class="mw-page-title-main">Bibliography of fly fishing (species related)</span>

This annotated bibliography is intended to list both notable and not so notable works of English language, non-fiction and fiction related to the sport of fly fishing listed by year published. Although 100% of any book listed is not necessarily devoted to fly fishing, all these titles have significant fly fishing content. Included in this bibliography is a list of species related fly fishing literature.

<span class="mw-page-title-main">Bibliography of fly fishing (fly tying, stories, fiction)</span>

This annotated bibliography is intended to list both notable and not so notable works of English language, non-fiction and fiction related to the sport of fly fishing listed by year published. Although 100% of any book listed is not necessarily devoted to fly fishing, all these titles have significant fly fishing content. Included in this bibliography is a list of fly tying, fly tackle, regional guides, memoirs, stories and fly fishing fiction related literature.

Fly Fishers International (FFI) is an international 501(c)(3) non-profit organization headquartered in Livingston, Montana. It was founded in 1964 and formalized a year later in 1965. FFI is an organized voice for fly fishers around the world; they represent all aspects of fly fishing, which include the art of fly tying, casting, and protection of the natural systems that support healthy fisheries and their habitats. Today, the organization's goals are to ensure the legacy of fly fishing worldwide. They focus on conservation, education and a sense of community.

Paul Schullery was born in Middletown, Pennsylvania in 1948. He now lives in Bozeman, Montana. He has always been an avid hiker, fly fisher, photographer, wildlife watcher and has continuously documented his experience in his writing. Today, he is the author, co-author or editor of more than 40 books and numerous articles. His main focus for his works has to do with nature and our relationship with it as well as the wonders it presents us with now. Schullery studied American History at Wittenberg University and Ohio University, receiving his M.A. and B.A., respectively.

<span class="mw-page-title-main">Adams (dry fly)</span> Fishing lure design

The Adams is a traditional dry fly primarily used for trout. It is considered a general imitation of an adult mayfly, flying caddis or midge. It was designed by Leonard Halladay from Mayfield, Michigan in 1922, at the request of his friend Charles Adams. The Adams has been considered one of the most popular, versatile, effective and best selling dry flies since its creation.

References

  1. "Orvis Leadership Bios".
  2. Gallagher, Brian (15 May 2021). "Leigh Perkins, Who Built Orvis into a Lifestyle Brand, dies at 93". The New York Times.
  3. Brown, Jim (1990). A Treasury of Reels: The Fishing Reel Collection of The American Museum of Fly Fishing. Manchester, Vermont: The American Museum of Fly Fishing. ISBN   978-0962511103.
  4. 1 2 3 4 5 Schullery, Paul (2006). The Orvis Story: 150 Years of an American Sporting Tradition (Paperback). Manchester, Vermont: The Orvis Company, Inc. ISBN   978-0979009709.
  5. 1 2 3 4 Gallagher, Brian (May 15, 2021). "Leigh Perkins, Who Built Orvis Into a Lifestyle Brand, Dies at 93". New York Times. Retrieved May 16, 2021.
  6. Marbury, Mary Orvis. Favorite Flies and Their Histories. New York: Houghton Mifflin, 1892.
  7. Spurr, Dick, and Gloria Jordan. Wes Jordan: Profile of a Rodmaker. Grand Junction, Colorado: Centennial Publications, 1992.
  8. Schullery, Paul. American Fly Fishing: A History. New York: The Lyons Press, 1987.
  9. Monahan, Phil (31 May 2023). "Video: How to tie an A.K. Best Spent Caddis". Orvis News.
  10. 1 2 Perkins, Leigh, with Geoffrey Norman. A Sportsman's Life: How I Built Orvis by Mixing Business and Sport. Boston, Atlantic Monthly Press, 1999.
  11. Betts, John (Winter 1998). [chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.amff.org/wp-content/uploads/2016/01/1998-Vol24-No1web.pdf "Memorial Contributions - Museum News"] (PDF). The American Fly Fisher. 24 (1).{{cite journal}}: Check |url= value (help)
  12. USA Today. "The 80's, What Made The List." November 28, 1989, 6A
  13. Cameron, Kenneth. Begetter. Waterlog, August–September, 2001, 25.
  14. Marcel, Joyce, "Leigh H. 'Perk' Perkins, Jr. and the Orvis Company." Vermont Business Magazine, January, 2005, 1-14.
  15. "Simon Perkins Becomes Third Generation to lead Orvis". 26 May 2020.
  16. Vagle, Ben (25 May 2022). "Orvis: Conscious Capitalism and the Evolution of a 165-year-old-brand". Darmouth University.

Further reading