Dive Brief:
- Orvis early next year will shutter 31 stores and five outlet locations, the outdoor retailer confirmed by email Thursday.
- The brand currently operates more than 70 retail locations across the U.S. — including 64 stores and seven outlets — and will end up with a national footprint of 33 stores and two outlets.
- The brand said it will focus on wholesale — including its existing partnerships with more than 550 U.S. independent retailers and “several” national outdoor retailers. The latter includes Bass Pro Shops, Cabela’s and Sportsman’s Warehouse.
Dive Insight:
A year ago, Orvis began an effort to strengthen its business by scaling it down. The retailer at that point announced layoffs of 8% of its workforce, the closure of some of its 80-plus locations and the end of its famous catalog.
Tariffs are forcing more reductions, according to a statement from Orvis President Simon Perkins, whose grandfather acquired the company 60 years ago.
“Like many in retail, Orvis’ business model faced a sizeable shift with the introduction of an unprecedented tariff landscape,” he said, adding, “To ensure a durable brand and model for decades to come, we are focusing on our core strengths and making the difficult but necessary decision to rescale the business by tightening our assortment and reducing our corporate store footprint.”
Orvis is more than 150 years old, and over the years has gained fans who have never picked up a fishing pole. Now, though, it is doubling down on the fishing and hunting enthusiasts who remain its core customer base. The company still makes fly rods in Vermont, where its headquarters is also based.
“Since 1856, Orvis has inspired generations of adventure in the field and on the water. Guided by that same purpose, we are entering an exciting new chapter by returning to our roots and sharpening our focus on the pursuits at the heart of our heritage: fly fishing and wingshooting,” Perkins said. “This focus is about more than products—it’s about ensuring Orvis continues to lead in innovation, serve our angling and upland communities, and protect the wild places we love.”
The company continues to run its direct-to-consumer website and its Orvis Adventures business, a network of lodging and guide services that have been endorsed by the brand.
“Looking ahead, we are investing in the areas where Orvis makes its greatest impact — world-class gear and apparel, unforgettable experiences, and a deep commitment to conservation,” Perkins said.