Founded in 1856, Orvis has weathered wars, recessions, and changing consumer habits. But in 2025, the company says the “unprecedented tariff landscape” has forced a dramatic transformation in how it does business.

“We’re Going Back to Who We Are”

In an official statement, Simon Perkins, the company’s president and a member of the Perkins family that has owned Orvis since 1965, acknowledged the difficult reality the brand faces.

“Like many in retail, Orvis’ business model faced a sizable shift with the introduction of an unprecedented tariff landscape,” Perkins said.
“To ensure a durable brand for decades to come, we are focusing on our core strengths — fishing, hunting, and conservation — and making the difficult but necessary decision to rescale.”

While the company declined to confirm how many stores it currently operates, industry sources estimate more than 70 full-price stores and 10 outlets in the U.S. and Canada, along with several in the U.K. The closures will reduce Orvis’ corporate footprint significantly, marking one of the largest restructurings in its modern history.

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A Sharper Focus on Core Identity

Orvis isn’t disappearing from the lifestyle market entirely — but it’s changing what “lifestyle” means. Perkins clarified that the company will still sell apparel and accessories that complement its heritage.

“We’re not stepping away from categories people love,” Perkins explained.
“What’s changing is the intent — more focus on products that connect directly to our pursuits, like hard goods, technical clothing, and performance-driven pieces.”

That means fewer urban-style shirts and casualwear, and more rugged field jackets, technical angler gear, sun protection clothing, and performance apparel. Orvis’ popular dog products line will also stay, remaining one of the company’s most profitable segments.

The move is designed to reinforce the brand’s authenticity — something that has defined Orvis for nearly 170 years. The company believes narrowing its assortment will restore its identity and trust among loyal customers.

The Cost of Tariffs and Changing Retail Realities

Perkins didn’t explicitly blame the Trump administration, but his comments made clear that tariffs were a tipping point.
For outdoor retailers who depend on imported goods, particularly from Asia, the 100% tariff increases have drastically raised costs. Many brands have either cut margins or passed higher prices to consumers.

Orvis chose a different route: realignment over reaction.
Instead of fighting short-term profit pressures, it’s focusing on long-term brand integrity — even if it means short-term pain.

The company’s decision follows a series of restructuring efforts. In 2024, Orvis moved its headquarters from Sunderland, Vermont, to a smaller location in Manchester and discontinued its long-running mail-order catalog — one of the oldest in America. That shift led to layoffs of 112 employees, or about 8% of its workforce. Another 50 employees were cut earlier in 2025.

Investing in Experience, Not Expansion

Despite the closures, Perkins insists the future remains bright. The company will double down on experiential retail and partnerships through its 550 global dealers and online store. It will also continue running Orvis Adventures, which offers guided fishing trips, lodge experiences, and nature expeditions.

“Looking ahead, we’re investing where Orvis makes the greatest impact — world-class gear, unforgettable experiences, and conservation,” Perkins said.

To mark this transition, Orvis launched its “Last Release” campaign — offering limited-time discounts on apparel and gear that will not return in future collections. Among the highlighted items: flannel shirts, performance chinos, ribbed henleys, and its premium dog beds and leather accessories.

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A Legacy of Innovation and Outdoor Stewardship

Orvis’ story is deeply tied to America’s outdoor history. Since its founding by Charles F. Orvis in 1856, the company has pioneered fly-fishing equipment, built the world’s first fly-fishing school, and supported numerous environmental initiatives.

The Perkins family, which took ownership in 1965, transformed Orvis into an internationally recognized name while keeping its values intact: craftsmanship, community, and conservation.

Even as retail trends shift and competitors like REI and L.L. Bean make layoffs of their own, Orvis remains committed to sustainability and the outdoor spirit that built its reputation.

A Future Grounded in Tradition

For Simon Perkins, the message is clear — growth for growth’s sake is no longer the goal. Instead, Orvis is aiming for resilience through authenticity.

“For nearly 170 years, our customers have trusted Orvis for gear and adventure in the water and the field,” Perkins said.
“That trust will remain our compass as we build for the next 170 years.”

In an era when many heritage brands lose themselves chasing fast trends, Orvis’ decision stands out as a reminder: sometimes the way forward is by returning to your roots.

The post Trump’s Tariffs Hit Orvis: Iconic Outdoor Brand to Close Stores and Refocus on Its Roots appeared first on Ohana Magazine.