Orvis
Orvis is a 165-year-old, family-owned Vermont-based outdoor retailer selling fly fishing and wingshooting gear, apparel, dog products, and home goods through retail stores, e-commerce, and wholesale, plus fly fishing schools and global adventure trips; it is currently undergoing a major restructuring that is halving its retail footprint.
- Company typePrivate
- Founded1856
- HeadquartersRoanoke, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Orvis does
Orvis is a 165-year-old, family-owned American outdoor lifestyle retailer and experience provider founded in 1856 in Manchester, Vermont, and currently led by third-generation owner Simon Perkins. The company sells a multi-category product portfolio centered on fly fishing equipment (rods, reels, lines, waders, wading boots, flies, and tying materials under proprietary lines including Helios, Recon, Mission, Superfine, and Clearwater), wingshooting and upland hunting gear, men's and women's outdoor apparel, dog products (beds, collars, harnesses, travel gear), home goods, and packs and bags, and holds exclusive US distribution rights for Barbour heritage outerwear. Distribution runs through company-owned retail stores, orvis.com e-commerce, wholesale, and a vetted global Orvis-Endorsed Partners network of lodges, guides, and outfitters, with services revenue from fly fishing schools (operating since 1966), wingshooting schools, and guided adventure trips across more than 20 countries.
The business model is primarily direct-to-consumer transactional sales with some professional services revenue from schools and adventure trips. Pricing spans from promotional apparel (e.g., two ball caps for $50) to premium Barbour waxed jackets priced $185-$645, with a 15% first-order email discount and an Orvis Rewards Visa co-brand supporting repeat purchase. The company is best characterized as a brand- and heritage-led specialty retailer rather than a technology platform; differentiators include 165 years of brand history, the 100% Great Catch Guarantee, the 5% for Nature conservation commitment ($25M donated since 1987), exclusive Barbour distribution, and a 60-year educational content franchise through fly fishing schools and the Orvis-Endorsed Partners network. There are no disclosed proprietary software, AI, or data products; competitive advantage derives from brand, community, and curated distribution rather than technology.
In late 2025 Orvis announced a significant restructuring: closure of 36 stores (31 retail and 5 outlet) by early 2026 reducing physical footprint from 70+ to 33 stores plus 2 outlets, layoffs, and the end of its historic mail-order catalog. Management attributes these moves to tariff impacts and a shift in American outdoor consumers from dedicated hobbyists to casual samplers, with a stated strategic refocus on core fly fishing and wingshooting customers and an increased emphasis on wholesale distribution. The company remains operating with 1,001-5,000 employees and continues to serve customers through its e-commerce platform, remaining retail locations, schools, and adventure trips.
Orvis firmographics
Firmographics- Name
- Orvis
- Legal name
- The Orvis Company, Inc.
- Website
- https://orvis.com
- Company type
- Private
- Founded year
- 1856
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Orvis is a 165-year-old, family-owned Vermont-based outdoor retailer selling fly fishing and wingshooting gear, apparel, dog products, and home goods through retail stores, e-commerce, and wholesale, plus fly fishing schools and global adventure trips; it is currently undergoing a major restructuring that is halving its retail footprint.
- Ownership category
- akta.pro rank
Orvis industry classification
Industry- Product category
- Outdoor Recreation Retail
- NAICS
- Scenic and Sightseeing Transportation, Water (48721), Tour Operators (56152), Amusement Parks and Arcades (7131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Fishing, Hunting And Trapping (900)
- akta.pro primary industry
- Fishing Charters & Angling Experiences (Deep Sea, Sportfishing, Fly Fishing) (THAJAJAC)
Keywords
Where Orvis is headquartered
LocationHeadquarters
- HQ city
- Roanoke
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Orvis business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Apparel and Accessories Sales: Orvis generates revenue through direct sales of men's and women's outdoor apparel including shirts, pants, jackets, vests, fleece, sweaters, footwear, and accessories through retail stores and e-commerce. Product lines include Barbour brand products sold exclusively through Orvis in the US.
- Fly Fishing Equipment: Revenue from fly fishing rods, reels, lines, waders, wading boots, packs, bags, vests, leader and tippet, flies, fly tying materials and tools, watercraft, and accessories. Includes proprietary product lines like Helios, Recon, Mission, Superfine, and Clearwater fly rods.
- Dog Products: Sales of dog beds (RecoveryZone, Memory Foam, ComfortFill-Eco, ToughChew, FleeceLock), collars, leashes, harnesses, car and travel accessories, furniture protectors, toys, treats, home accessories, dog jackets, and health and grooming products.
- Hunting Gear and Apparel: Upland hunting clothing, hunting gear, gun room products including gun cases, gun care, Orvis shotguns, sporting clays, and hunting dog supplies.
- Adventure Trips and Schools: Orvis operates fly fishing and wingshooting schools and offers guided adventure trips to destinations worldwide including Alaska, Florida, Montana, Argentina, Bahamas, Belize, Iceland, New Zealand, and others. Also operates shooting grounds in Sandanona NY, Pursell Farms AL, and Hill Country PA.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard product pricing across retail and e-commerce channels |
| Other | Pay-as-you-go | Adventure trips and schools pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Orvis product offering
Product offeringCore offering
Orvis is a multi-category outdoor lifestyle retailer and experience provider selling fly fishing and wingshooting equipment, men's and women's apparel (including exclusive US distribution of Barbour heritage outerwear), dog products, home goods, and packs & bags. The company also operates fly fishing and wingshooting schools (since 1966) and offers guided adventure trips to destinations worldwide, distributing through company-owned retail stores and the orvis.com e-commerce platform.
Product overview
Orvis is a multi-category outdoor lifestyle retailer and experience provider founded in 1856, offering a unified platform of outdoor apparel, gear, and services. The core product portfolio centers on fly fishing and wingshooting equipment (rods, reels, waders, flies, hunting gear), complemented by men's and women's clothing, dog products, home goods, and travel bags. Barbour brand outerwear is sold as a licensed brand partnership. Services include fly fishing and wingshooting schools (operating since 1966) and guided adventure trips worldwide. The company operates retail stores and an e-commerce platform, with a focus on fly fishing and wingshooting as differentiated core competencies.
Differentiator
Problem solved
Functional benefit
Products and services
- Fly Fishing Gear
- Wingshooting Gear
- Men's Clothing
- Women's Clothing
- Dog Products
- Packs & Bags
- Home Goods
- Fly Fishing Schools
- Adventure Trips
- Barbour Outerwear
- RecoveryZone ToughChew Dog Beds
Quantifiable outcome
- $25 million raised and donated to conservation organizations since 1987
- +4 more outcomes
Companies that use Orvis
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Orvis technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Orvis partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- BarbourcoreOrvis holds an exclusive distribution partnership in the United States for Barbour products including waxed cotton jackets, quilted gilets, and accessories. The partnership features iconic styles such as the Classic Bedale, Beadnell Polarquilt Jacket, Beaufort, and related items. Barbour's 100+ year heritage in British outwear craftsmanship complements Orvis's outdoor recreation brand, with Orvis serving as the primary US retail channel for Barbour products.
- The Conservation AlliancecoreThe Conservation Alliance has joined the SaveUSFS.org coalition alongside Orvis and over 70 outdoor companies to oppose the Trump administration's restructuring of the U.S. Forest Service. The coalition opposes moving the agency's headquarters to Utah, replacing regional supervision with state control, and eliminating more than 90% of research stations. The Conservation Alliance is promising to lobby Congress against these changes, with Orvis joining Patagonia, Columbia Sportswear, REI, Black Diamond, and Osprey in this advocacy effort.
- PatagoniaminorPatagonia was the first major brand to publicly oppose the Trump administration's restructuring of the U.S. Forest Service through the SaveUSFS.org coalition. Joined by Orvis, Columbia Sportswear, REI, Black Diamond, Osprey, and The Conservation Alliance in opposing changes including moving the agency's headquarters to Utah and eliminating research stations.
- Columbia SportswearminorColumbia Sportswear joined the growing coalition of outdoor companies (now exceeding 70 businesses) in the SaveUSFS.org effort to oppose US Forest Service restructuring under the Trump administration, including moving the agency's headquarters to Utah and other organizational changes.
- REIminorREI joined the growing coalition of outdoor companies (now exceeding 70 businesses) in the SaveUSFS.org effort to oppose US Forest Service restructuring under the Trump administration.
- Black DiamondminorBlack Diamond joined the growing coalition of outdoor companies (now exceeding 70 businesses) in the SaveUSFS.org effort to oppose US Forest Service restructuring under the Trump administration.
- OspreyminorOsprey joined the growing coalition of outdoor companies (now exceeding 70 businesses) in the SaveUSFS.org effort to oppose US Forest Service restructuring under the Trump administration.
- Our Parks (altNPS)minorOur Parks (altNPS) launched the SaveUSFS.org advocacy coalition which Orvis and over 70 outdoor companies have joined to oppose the Trump administration's restructuring of the U.S. Forest Service.
- Morris Animal FoundationcoreOrvis partners with Morris Animal Foundation, a global leader in veterinary health science research, to support canine cancer research. Since 2009, Orvis and customers have raised over $1 million to fund early cancer-detection tests, safer chemotherapy protocols, and a tumor tissue bank for common canine cancers. Morris Animal Foundation has funded over 250 canine cancer studies since 1948.
- Outdoor Industry Association (OIA) Climate Action CorpscoreOrvis is a founding member of the Outdoor Industry Association's Climate Action Corps, a diverse set of outdoor companies committed to being climate positive by reducing and removing greenhouse gas emissions from the atmosphere and advocating for broader systemic change.
- Brown Folks FishingcoreOrvis partners with Brown Folks Fishing, creators of the Angling for All (AFA) Pledge, to make fly fishing and the outdoors more inclusive. In summer 2020, Orvis became the first company to sign the AFA Pledge, which establishes a commitment to identify and eliminate barriers for Black, Indigenous, and People of Color in fishing.
- Petfinder FoundationminorOrvis partnership with Petfinder Foundation supporting dog adoption initiatives and pet welfare organizations.
Scale indicators8 records
Recent moves3 records
Expansion highlights5 records
Orvis competitors and assessment
Company assessmentDirect peers
- Cabela's: Specialty outdoor retailer focused on hunting, fishing, and camping (now part of Bass Pro). Direct competitor in fly fishing and wingshooting gear plus apparel, overlapping with Orvis's core categories.
- Bass Pro Shops: Largest US specialty outdoor retailer selling fishing, hunting, and outdoor gear plus destination resorts. Directly comparable as a multi-category outdoor retailer competing with Orvis for the same fly fishing and hunting customer.
- Simms Fishing Products: Leading manufacturer of premium fly fishing waders, boots, and apparel. Comparable to Orvis's fly fishing category, competing for the same dedicated angler with technical, performance-positioned gear.
- Sage Manufacturing: Premium fly rod manufacturer (part of Far Bank Enterprises). Comparable to Orvis's Helios and Recon premium fly rod lines, competing head-to-head for serious fly fishing customers.
- L.L.Bean: Heritage, family-owned US outdoor retailer founded in 1912 selling apparel, footwear, and outdoor gear. Closely comparable to Orvis on heritage positioning, multi-channel retail, and broad outdoor lifestyle assortment.
- Filson: Heritage outdoor brand founded in 1897 selling apparel, bags, and gear for hunting, fishing, and outdoor adventure. Directly comparable to Orvis on heritage positioning, catalog heritage, and fly fishing/upland hunting customer overlap.
- Scott Fly Rods: Premium fly rod maker competing in the high-end fly rod segment. Direct competitor to Orvis's proprietary fly rod lines for the same dedicated angler customer.
Broad incumbents
- Patagonia: Premium outdoor apparel and gear brand with deep conservation commitments. Comparable to Orvis on outdoor lifestyle apparel and authentic conservation positioning, competing for the same environmentally engaged customer.
- REI Co-op: US outdoor retail co-op selling apparel, gear, and adventure experiences across a much broader assortment. Comparable as a major outdoor retailer with strong fly fishing, hunting, and apparel categories that compete for the same casual and dedicated outdoor customers.
- Columbia Sportswear: Large outdoor apparel and footwear company with broad distribution. Comparable to Orvis's apparel business as a competing outdoor clothing brand targeting similar consumers across fly fishing, hiking, and casual outdoor wear.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Orvis social profiles
Digital presenceOrvis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Orvis leadership team
Management profileNumber of profiles
Profiles5 records
Orvis funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Orvis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Orvis
What does Orvis do?
Orvis is a multi-category outdoor lifestyle retailer and experience provider selling fly fishing and wingshooting equipment, men's and women's apparel (including exclusive US distribution of Barbour heritage outerwear), dog products, home goods, and packs & bags. The company also operates fly fishing and wingshooting schools (since 1966) and offers guided adventure trips to destinations worldwide, distributing through company-owned retail stores and the orvis.com e-commerce platform.
Is Orvis a public or private company?
Orvis is a private company. It is classified as family owned and is currently operating.
When was Orvis founded?
Orvis was founded in 1856. It employs 1,001 to 5,000 people.
Where is Orvis based?
Orvis is headquartered in Roanoke, United States, in the North America region.
How does Orvis make money?
Five revenue lines are on record. Apparel and Accessories Sales are the primary driver. The others are fly Fishing Equipment, dog Products, hunting Gear and Apparel and adventure Trips and Schools.
Who are Orvis's main competitors?
Direct peers on record are Cabela's, Bass Pro Shops, Simms Fishing Products, Sage Manufacturing, L.L.Bean, Filson and Scott Fly Rods. Broad incumbents are Patagonia, REI Co-op and Columbia Sportswear.
Does Orvis have an API?
No public API is recorded for Orvis.
What industry is Orvis in?
Orvis's product category is Outdoor Recreation Retail. Its primary akta.pro industry code is THAJAJAC, Fishing Charters & Angling Experiences (Deep Sea, Sportfishing, Fly Fishing). Its NAICS code is 48721 and its SIC code is 7990.