in the space. And you also don’t want to feel like you’re
resting on your laurels ... What really helped me come to
terms with all that, was to go back to why ORVIS start-
ed in the first place 163 years ago: to inspire and to lead
in connecting with the outdoors, specifically fly fishing.
So celebrating “WHY we did” - not “WHAT we did” -
allows us to celebrate history in a way that propels us
forward. And that’s the way we look at our business.
We’re at a growth stage where we’re acting like an emerg-
ing [company]… ORVIS feels like a startup right now,
which is crazy to think about. A 160 year old company
acting like a startup!? But, again, it’s that same
mentality, approach, and style that Charles Orvis brought
in the 1850s; that my grandfather brought in the 1960s;
and that my dad and uncle brought in the 1990s. It’s still
alive.”
When the folks at ORVIS state that they are
“customer-centric,” they genuinely mean it.
“The 20-gauge shotgun that I use 90% of the time I go bird hunting
is my great-grandmother’s gun. I feel really lucky that it got passed
down to me.” - Simon Perkins, ORVIS COO
It’s important to professionals today. You know, we’re
in a world where millennials influence everything. Half
of our associates based at the office in Sunderland are
millennials. They say, ‘Millennials don’t buy stuff. They
buy into stuff.’ And that not only goes for their purchas-
es, but also their way of life. And you see it spreading
throughout other age demographics, too. And that’s
what we’ve been doing since the 1850s. We don’t really
know any other way.”
That’s probably why ORVIS has kept the title of
“industry leader” in fly fishing for over 160 years
– a phenomenal feat. But, like any business, new
challenges arise as the times (and customers) change.
Like all long-lasting companies, without letting go of its
initial mission and identity, ORVIS has had to evolve.
“It is really important for us to be relevant with our
customers… and for us to be customer-centric.” But
it is tough to simultaneously celebrate tradition and
be innovative. “When I came to ORVIS eight years
ago, I was really struggling with this idea of heritage
and tradition because - if done a certain way - it made
me feel like we were stuck … And you don’t want to
feel stuck, especially if you’re supposed to be a leader
18
14 VERMONT
VERMONT
magazine
Magazine
FALL 2019
For example, in the past, fly fishing was often perceived
as a sport only available to wealthy, older, white men.
Given that it was Leigh’s mother who taught him how to
hunt and fish, it is not surprising that the ORVIS team
disagrees. They believe that fly fishing is for everybody
– and should be accessible to anybody. Simon shared,
“We started an initiative a couple of years ago that we call
‘50-50 on the Water’. It really embraces and addresses
the idea that we need better gender parity in the sport.
If you look at whitewater rafting, for example, you’re go-
ing to see a better balance between men and women then
you will in fly fishing. There have been amazing wom-
en throughout the history of the sport that have done
incredible things, but when we stop and listen, there are
a lot of women that say they just don’t feel invited into
[the sport]. And so we’ve really committed to see what
we can do to make it more inviting to all.” He continued,
“How do we continue to make it more welcoming to other
demographics? That’s what we’re focused on right now,
which is exciting. It’s not easy, but it’s really exciting. And
it’s really meaningful - and we’re committed to it, which
feels great. …We listened to people, [and] they said,
‘There are certain barriers to entry’… For example, we sell
a fly rod for $850. Well, that’s not going to be accessible to
everybody. So, how do we make the best entry level rod,
so you can buy everything you need for $160? We started
designing ‘good’, ‘better’, ‘best’ options, as far as our
product assortment. The other thing we did was create
an [educational] experience that’s completely free’. In our
retail stores and in participating dealers all over the coun-
try, you can come take a class for free for two hours. Learn
what it’s all about. Learn that it’s not that intimidating.