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Orvis keeps it in the family

Fishing and outdoor brand Orvis has appointed Simon Perkins, whose grandfather bought the now-160-year-old business in 1965, as its president.

He will assume full strategic and operational leadership of the family-owned company and is the third generation of the Perkins family to lead Orvis since 1965.

Outgoing president/CEO Bill McLaughlin, who has worked closely with Simon on the Orvis executive team, will act as an advisor through the transition period.

Recently appointed Orvis chair, Marka Hansen, said: “We have worked hard over a decade to position Orvis to thrive in the omnichannel retail environment of the future. Simon is the ideal leader to drive our brand forward, continuing to inspire our customers, associates, and partners to lead more fulfilling lives rooted in our core pursuits of fly fishing and wing shooting with dogs at our sides.

“Since joining Orvis in 2012, Simon has served as a unifying leader across departments and categories, overseeing significant growth in our Orvis Adventures business, and acting as a leading voice in the evolution of product innovation, brand storytelling, and purpose-led business initiatives. I have enjoyed working closely with Simon and I am thrilled to see where he takes this company in the future.”

As chief operating officer since August 2018, he has overseen the execution of the business’ long-term strategic planning.

Prior to 2012, Simon spent 11 years as an upland hunting and fly-fishing guide in Montana, USA, sharing his love of the outdoors, fishing and hunting with clients.

He is the son of Leigh “Perk” Perkins, former Orvis CEO, and grandson of Leigh H Perkins, who purchased The Orvis Company 55 years ago.

Simon added: “This company has meant so much to me throughout my life as I’ve watched it grow into the brand it is today. Over the past 160 years, Orvis has gone from a catalogue mail-order company to a globally recognised fishing, wing shooting and lifestyle apparel brand that is deeply invested in education and conservation.

“Orvis has the ability to make this world a better place, to inspire others to get outside, explore and connect with the outdoor wonders of the world. I look forward to working with our incredible team and partners to continue providing best in class products and service to our customer and guiding the company and our community into the future.”

Author: John Hunter

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