An iconic outdoor retailer now makes painful layoffs and closes stores as it narrows down its assortment.
Orvis is planning to lay off a total of 112 employees, which represents approximately 8% of its workforce, as part of a strategy to ensure its longevity as a family-owned, purpose-driven brand for another 170 years.
President Simon Perkins shared this news in an email statement, highlighting the closure of some stores and the discontinuation of the company’s iconic catalog.
The Vermont-based retailer, known for its fishing and bird shooting gear as well as outdoor apparel, will also streamline its product offerings.
While this might lead to a decrease in top-line sales, the intention is to sharpen the brand’s focus.
Orvis currently operates over 80 locations in the U.S. and collaborates with more than 400 dealers globally.
These changes will take place over the next 18 months.
Employees affected by the layoffs will receive two months of full pay and benefits, additional severance, and support for health insurance and job transitions.
Perkins acknowledged the difficulty of these decisions, emphasizing their impact on employees and their communities.
Founded in 1856, Orvis has faced various cycles of change, but Perkins noted that the current challenges are particularly significant, prompting the need for bold actions to share inspiring stories, experiences, and products with customers moving forward.
Although not the original founders, the Perkins family has led the company for six decades.
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Simon Perkins, who became president four years ago, previously served as chief operating officer and has extensive experience as a hunting and fishing guide in Montana.
He has focused on diversifying fly fishing and promoting conservation since joining Orvis.
The company will close a “limited number” of stores and ceasing the catalog will help refocus its marketing efforts while significantly reducing paper use by over 2,500 tons annually.
While Orvis serves a broader audience beyond just fishing and bird hunting enthusiasts, it remains committed to serious anglers, wingshooters, and conservation efforts.
The company continues to manufacture fly rods in Southern Vermont and recently celebrated the successful launch of its new Helios rod and the innovative Magnitude clear fly line collection.
Perkins reiterated the company’s simple goal: to thrive for another 170 years as a purpose-driven brand dedicated to providing lasting value to customers, employees, partners, and the environment.
He emphasized the need for adjustments to move away from historical practices that, while effective in the past, require evolution for future success.
Orvis is not alone in facing these challenges, as other outdoor retailers like REI and Patagonia have also announced layoffs in recent months.
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