Author: Phil Monahan

Former POWDR, Mountain Hardwear corporate responsibility chief to spearhead conservation, sustainability strategy

MANCHESTER, Vt. (March 17, 2022) — Orvis, the family-owned and operated outdoor retailer specializing in fly-fishing gear, dog products and active lifestyle apparel, appoints outdoor industry veteran Laura Schaffer to the newly created role of vice president – conservation and sustainability, effective March 14. In this new role, Schaffer will lead the long-term conservation and sustainability vision and strategy for a company deeply rooted in habitat restoration and protection.

“For decades, we’ve worked alongside our customers and partners to help protect places core to both our passions and to a healthy planet. Whether it’s in Bristol Bay, Alaska, Florida’s Everglades or our own backyard along the Battenkill, leading the sustainable future of fly fishing, wingshooting and the natural world is fundamental to our brand and is work that continues to evolve. Laura brings an impressive expertise in corporate responsibility from her experience with great companies and will help Orvis lead in ways that our customers expect and that our world requires,” says Orvis President Simon Perkins.

In addition to overseeing Orvis’s long-stranding philanthropic 5% for Nature Program, Schaffer will work with cross-functional teams to identify corporate and product sustainability goals and develop the strategies to meet them—from carbon footprint benchmarks to product development and supply chain processes.

“I am thrilled to join Orvis, where ensuring a healthy natural world for future generations has always been a leading value for the company,” says Schaffer. “I’m honored to build upon the important and extensive work that has been done to date, and to work with the team to establish the vision and strategy to unify Orvis’ efforts in product sustainability, conservation, and accessibility.”

Schaffer most recently served as corporate responsibility director at POWDR Adventure Lifestyle Company, a ski area and action sports camp operator, where she led the company’s Play Forever commitment to protect the environment and support mountain communities, as well as the Play It Forward charitable giving program. Prior to that, she spent five years with apparel and equipment brand Mountain Hardwear, serving as social and environmental responsibility director and brand manager. Schaffer is also a member of the board of directors of Protect Our Winters, the leading climate advocacy group for the winter sports community.

Her appointment further solidifies Orvis President Simon Perkins’ commitment to the sustainable growth of the purpose-led brand owned by his family for three generations. Schaffer is the fourth hire to the executive team during Perkins’ tenure as president, which started in May 2020. Most recently, Sheila Pollack joined Orvis in February as the company’s first chief brand experience officer after 10 years at Athleta. Rebecca Jones assumed the chief people officer role in October 2021, having previously led global human resources strategy for European Wax Center. Former Gap and Nike executive, Reenie Benziger joined Orvis as chief product officer in December 2020.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

Pollak is the latest in executive hires positioning the company for future growth.

MANCHESTER, Vt. (Feb. TK) — Orvis, the family-owned and operated outdoor retailer specializing in fly-fishing gear, dog products and active lifestyle apparel, appoints former Athleta CMO Sheila Shekar Pollak to the newly created role of chief brand experience officer, effective February 14.

“Orvis is a purpose-led company. For 165 years we’ve led through our commitment to connecting our customers to the natural world and protecting the places and passions we share for future generations. Over the last decade, we’ve doubled down on our brand vision through an omnichannel approach, and we’ve tapped Sheila to work with our incredible team to continue delivering on our ethos. Her 20-year career growing and strengthening global, mission-driven brands made her a clear choice to elevate what Orvis stands for in the lives of our customers and partners across all touchpoints,” says Orvis President Simon Perkins.

Pollak will lead efforts to channel Orvis’ brand values to grow the company’s awareness and customer base, build community and future generations of conservationists, and further evolve meaningful storytelling and engagement across omnichannel touchpoints.

“This is an incredibly exciting time for Orvis. As the leader in the fly-fishing community and trusted guide to unforgettable outdoor adventures, we have the honor of enjoying relationships with our customers for decades if not generations. With outdoor participation at an all-time high and wellness and conservation being more important to people than ever before, we are well-positioned to create positive impact for our customers and all those seeking an inspired life outdoors for the next 165 years,” says Pollak.

Under Perkins’ leadership, Pollak’s arrival is the latest in executive-team hires over the last two years. Fellow former Gap executive and Nike V.P. of Global Apparel Reenie Benziger joined Orvis as chief product officer in December 2020. Rebecca Jones assumed the chief people officer role in October 2021, having previously led global human resources strategy for European Wax Center.

Pollak was most recently senior vice president and chief marketing officer at Biossance, a sustainable, eco-friendly skincare company. Prior to that, she spent 16 years within the Gap Inc. family of brands, including 10 years at Athleta. As chief marketing officer, Sheila led Athleta to double-digit revenue and earnings growth and the launch of the Power of She brand platform.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

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Contact: Ryan Silven

ryan.silven@rygr.us

970-924-0704 ext. 2114

Outdoor retailer grows executive leadership team with the appointment of first chief people officer

MANCHESTER, Vt. (Oct. 26, 2021) — Orvis, the family-owned and operated outdoor retailer that specializes in fly-fishing gear, dog products and active lifestyle apparel, announces that Rebecca Jones has been named chief people officer, effective October 18, 2021. In this new position, Jones will provide executive oversight for the human resources department at Orvis, focusing on employee engagement and support, talent development, and training and growth within the organization.  

“From our retail stores to our fly rod shop, our Orvis family is our most valuable resource at this company,” says Orvis President Simon Perkins. “We are thrilled to welcome Rebecca to this new and exciting role. Her background in strong, values-led culture will help us continue to build upon our own, and our commitment to supporting and growing our people within the organization as we continue to evolve.”

Prior to Orvis, Jones served as the chief people officer at European Wax Center, where she led the company’s human resources strategy, talent development, and diversity and inclusivity initiatives. Jones brings over 20 years of executive and senior leadership experience from her time spent working in the hospitality, beauty and retail industries for brands including Starboard Cruise Services, Carnival Cruise Lines and John Hardy jewelers.

In her new role, Jones will provide strategic expertise for training and advancing people, building culture, hiring and onboarding, enhancing social responsibility initiatives, and developing a long-term vision and strategy for Orvis and its people. Additionally, her role as chief people officer will play a critical part in evaluating organizational design, from executive coaching to the implementation of learning and development programs. As the Covid-19 pandemic has reshaped the structure of many businesses, including Orvis, Jones will be instrumental in providing resources to employees to ensure ongoing growth and connection within the organization.

“Orvis has been a family-owned, values-led company since the very beginning, and it’s clear that they care deeply about people,” says Jones. “I am excited to roll up my sleeves and to be a part of a unique company in the outdoor industry that pairs passion with purpose and is always moving forward.”

When not in the office, Jones and her family are in, on or near the water, diving, sailing or spearfishing.

Contact: Ryan Silven

ryan.silven@rygr.us

970-924-0704 ext. 2114

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About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

Industry-leading fly fishing gear company introduces new fly rod collection, hand-built in U.S.A.

MANCHESTER, Vt. (July 28, 2021) — Orvis, the family-owned and operated outdoor retailer that specializes in fly fishing gear, announces the launch of the Helios Blackout Rod collection. The new fly rod collection is hand-built at the Orvis Rod Shop in Manchester, Vermont, and is a high-concept series of premium fly rods that will provide users with scenario-specific equipment that matches an angler’s intended use.

“The research and development team at the Orvis Rod Shop is always curious and looking for ways to push the envelope of fly rod design to create new advantages for the angler,” says Shawn Combs, director of product design and development at Orvis. “With the new Helios Blackout models, our team developed new construction techniques to take the existing Helios 3 series to the next level with a focus on specific use-cases. This is exhibited through three models that are designed for improved line control on big rivers, quick shots from a skiff, and unheard-of nymphing sensitivity without compromising accuracy.”

With highly specialized fly fishing situations in mind, the Helios Blackout Rod collection was designed in collaboration with Orvis’ expansive network of professional guides and in-house gear designers. The collection is comprised of three specialized models including a 9-foot 5-inch, 5-weight trout rod, an 8-foot 5-inch, 8-weight boat rod, and an 11-foot, 3-weight rod specifically designed for Euro nymphing. Building on the tried-and-true Helios 3 series, each rod shares the common thread of handmade construction using premium materials and over 150 years of innovation and craftsmanship from the Orvis Rod Shop in Vermont.

Offering accuracy, long-range mending abilities and an ultralight swing weight, the 9-foot 5-inch, 5-weight trout rod offers anglers the reach and added lift on a back cast of a 10-foot rod with the feel of a 9-foot rod. Taking quick-turn, one-shot fly placement to a new level, the 8-foot 5-inch, 8-weight rod provides the angler with the ability to quickly change directions with precision and deliver the high-speed line delivery required to stay ahead of fast-moving fish. With the growing popularity of the Euro nymphing technique in the U.S., the 11-foot, 3-weight freshwater nymphing rod combines high-sensitivity and accuracy for improved strike indication, added length for intuitive drift control in complex currents and a softer tip to protect ultra-fine tippet material. All of these details add up to providing anglers with an improved experience with specialized tools to aid in landing more fish on the water.

“At Orvis, we’ve always approached our fly rod development with a playful attitude and willingness to keep testing and refining until we achieve the desired result,” says Tom Rosenbauer, chief enthusiast for Orvis. “Shawn and the team at the rod shop have really embraced this purpose-built and experience-driven philosophy while creating the Blackout rods and that shines through when fishing them. For their given purpose, each rod is destined to be best in class.”

The Helios Blackout Rod collection (MSRP $998 per rod) is available today online and at select independent fly shops and Orvis retail stores. For more information about the Helios Blackout Rod collection and Orvis, please visit www.orvis.com or direct Orvis media inquiries to Senior Account Manager Eric Hockman at eric.hockman@rygr.us.

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About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

Georgia-based wingshooter, podcaster and non-profit founder receives annual award for bringing new participants to the sporting community

MANCHESTER, Vt. (July 15, 2021) —Durrell Smith, a bird hunter, podcast host, and co-founder of the Minority Outdoor Alliance, has been recognized by outdoor retailer Orvis with its Breaking Barriers Award for 2021. Created in 2015, the award honors individuals or organizations going above and beyond to bring new communities into fly fishing or wingshooting.

“Durrell Smith brings incredible passion, energy, and enthusiasm to the wingshooting and broader sporting and outdoor communities,” says Orvis President Simon Perkins. “Durrell followed a non-traditional path to bird hunting by getting his start later in life, and since doing so, he has built a deep network in our industry through his platform. His curiosity is infectious and his voice is inspiring, both of which provide meaningful content to people passionate about the outdoors, while creating important conversations on the future of the sports we all share and love. His love of bird dogs and the culture around the sport is represented in how he shows up within the industry, and absolutely embodies the spirit of our Breaking Barriers Award in his work to recruit and empower new bird hunters.”

Based in Atlanta, Smith co-founded the Minority Outdoor Alliance with his wife, Ashley, in 2020. The non-profit organization aims to “inspire folks from all backgrounds and ethnicities to participate in hunting, fishing, and all other active outdoor pursuits on safe and diverse public lands and waters.” Smith launched his popular podcast, The Gun Dog Notebook, in April 2017. In addition to a deep library of social-media content and more than 120 podcast episodes covering all manner of sporting topics, from field trials to interviews with interesting personalities, Smith has used the show and its platform to connect mentors with new wingshooters.

“It’s an honor to receive this award, and it comes from no shortage of support from my lovely wife and the strength of my family,” says Smith. “I know my kids are looking up to me, and my Momma (Chandra Price) and Grandmomma (Annie Jean) are looking down on me, all in support of my personal goals and mission. I think opportunities like this happen when you are constantly competing with yourself to inspire yourself to accomplish a dream and see your vision through. For this, I want to thank my good friends here at The Orvis Company for not only supporting me, but helping elevate my platform and utilizing it in the most responsible way possible. I hope by working with Orvis, we can inspire other individuals and organizations to do even greater things for representation, diversity, and inclusion in the active, sporting outdoors.”

In his award nomination, one community member noted Smith’s willingness and ability to communicate clearly and to collaborate on challenges facing the sporting communities:

Durrell has done a wonderful job engaging in hard conversations in a thoughtful, democratic fashion. He has used his platforms that are bird-hunting focused to discuss issues of race, exclusion, policing, guns, etc. out of a commitment to social responsibility. Though his work has stemmed a significant social media presence and exposure, and along with it some sponsorship opportunities, Durrell does not shy away from uncomfortable, honest conversations. He allows these conversations to happen without trepidation, and he listens thoughtfully to those who disagree with him. He swims confidently through snakey water with poise and calm, and his willingness to do so is emblematic of his broader approach to the work of promoting inclusivity in the hunt space.

Smith joins previous Breaking Barriers Awards winners, including Tracy Nguyen-Chung, founder of Brown Folks Fishing (2019); Jess Westbrook of The Mayfly Project (2017); and 2015 co-winners Lori-Ann Murphy of Reel Women Fly Fishing Adventures and Chad Brown from Soul River, Inc.

Orvis is currently accepting nominations for the 2022 Breaking Barriers Award and is looking for those who are engaging new anglers or hunters and making the outdoors more accessible, inclusive, and equitable.

For more information, please visit www.orvis.com/breaking-barriers-award.html or contact Senior Account Manager Eric Hockman at eric.hockman@rygr.us.

Conservationist of the Year and Lifetime Achievement Award among accolades delivered at the 2021 Orvis Guide Rendezvous

MANCHESTER, Vt. (April 19, 2021) — Orvis, the family-owned and -operated outdoor retailer that specializes in fly-fishing and wingshooting gear, dog products, and active lifestyle apparel, has recognized Alaska guide Brian Kraft and legendary Montana guide Paul Roos as 2021 Conservationist of the Year and Lifetime Achievement Award winner, respectively. Both awards were recently delivered during the annual Orvis Guide Rendezvous, which took place virtually this year due to the Covid-19 pandemic.

Every year, the Orvis-Endorsed Awards recognize the best of the brand’s endorsed partners and designate the Fly Fishing Lodge of the Year, Wingshooting Lodge of the Year, Fly Fishing Guide of the Year, Wingshooting Guide of the Year, Outfitter of the Year, Conservationist of the Year, and recognizes the Lifetime Achievement Award recipient. The Orvis-Endorsed winners are selected based on customer feedback of the nominated lodges, guides, and outfitters, as well as the operations’ commitment to stewardship of natural resources. The awards are announced annually at the Orvis Guide Rendezvous.

“The Guide Rendezvous is one of my favorite events every year, as it brings together so many at the forefront of fly-fishing and wingshooting world,” says Orvis President Simon Perkins. “The Orvis-Endorsed Awards and the Lifetime Achievement Award are a chance to celebrate those whose passion and commitment are pushing the sport forward – for their guests, their industry peers, the greater community, and the natural resource.”

This year, Orvis named Brian Kraft of Alaska Sportsman’s Lodge as the 2021 Conservationist of the Year in recognition of Kraft’s commitment to protecting the Bristol Bay watershed, the largest and most important salmon fishery in the world. Kraft has worked tirelessly alongside the local fishing community, the indigeneous leaders of Bristol Bay, and Trout Unlimited to put a stop to the Pebble Mine project.

“From the very beginning, Brian has been in the thick of the battle, lending an endless amount of his time, energy, airplane hours, and money to stopping the Pebble Mine. Brian’s leadership, passion, generosity, commitment, and partnership with the indigenous leaders of Bristol Bay has been pivotal to keeping the Pebble Mine from being built in the heart of Bristol Bay,” says Nelli Williams, Alaska director for Trout Unlimited. “His dedication to conservation has inspired thousands of people around the country to get involved, take action, and make a difference.”

Orvis awarded its 2021 Lifetime Achievement Award to Paul Roos, a legendary angler, conservationist, and Montana-based fly fishing guide. Roos is remembered for his passion for conservation, and for creating meaningful relationships and memorable experiences on the water with clients and friends.

The 2021 Orvis-Endorsed Award winners:

• — Madison Valley Ranch, Montana
• — Flying B Ranch, Idaho
• — Alberto Rey, New York
• — Mike Goldsmith, Joshua Greek Ranch, Texas
• — Lillard’s Fly Fishing Expeditions, Colorado, Wyoming, Montana, and Maine
• — Brian Kraft, Alaska Sportsman Lodge, Alaska
• — TCO Fly Shop, Pennsylvania
• — Paul Roos, Montana

Learn more about the 2021 Orvis-Endorsed Award Winners here: http://orv.is/orvisawards21

For more information, please direct Orvis media inquiries to Senior Account Manager Eric Hockman at eric.hockman@rygr.us.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

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Contact: Eric Hockman
eric.hockman@rygr.us
d: 970-924-0704 ext. 2113

Family-owned retailer and its customers supported 48 organizations and donated $570,000 through 2020 philanthropic efforts

MANCHESTER, Vt. (April 22, 2021) — This Earth Day,Orvis, the Vermont-based, family-owned outdoor retailer, releases its 2020 Impact Report, highlighting the work and contributions the brand and its customers have made to protect wild places, increase equity and inclusion in fly fishing and improve canine well-being throughout the year. In 2020, Orvis supported 48 non-profit organizations, raised and donated $570,000 through its 5% for Nature program and Matching Grant Fund, and taught thousands of people to fly fish for free through its virtual Fly Fishing 101 program.

Read the Orvis 2020 Impact Report here: https://www.orvis.com/impact-report.html.

“2020 was anything but typical. There were a lot of uncertainties that challenged all of us to prioritize what’s most important. When you love something, you work hard to protect it, and we’re proud of what we were able to accomplish alongside our customers, employees, and partners,” says Orvis President Simon Perkins. “I feel energized by our collective community of anglers, hunters, and outdoor enthusiasts and I am hopeful about what we will be able to achieve through our continued commitment to protecting wild places and their accessibility for all of us and future generations.”

Protection Efforts for Bristol Bay and Everglades

Over the past decade our customers, partners, hunters, anglers, and outdoor enthusiasts from across the country have fought to protect the Bristol Bay watershed, the largest sockeye salmon fishery on earth. In late 2020, the U.S. Army Corps of Engineers denied a federal permit for the proposed Pebble Mine due to violations of the Clean Water Act. Together with our customers and partners, in 2020 Orvis raised over $46,000 for Trout Unlimited Alaska and helped collect over 45,000 signatures in campaigns to stop Pebble Mine, helping to ensure a healthy Bristol Bay for future generations.

On the opposite end of the United States, the Everglades and Florida Coastal system are home to hundreds of plant and animal species, however, discharged water from Lake Okeechobee has driven one of the most remarkable ecosystems to the verge of extinction. Throughout 2020, Orvis raised and donated $144,000 for our partners at the Everglades Foundation and their efforts to restore fresh, clean water to the Everglades and Florida Bay.

Angling for All and fly fishing education

In the summer of 2020, Orvis became the first company to sign the Angling for All Pledge. Orvis’ vision is to inspire its customers and the outdoor community to love the adventure and wonder of the natural world. For Orvis, an insipired life in the natural world is one that is equitable, inclusive and without barriers. The pledge was created by Brown Folks Fishing and signifies a commitment to identify and eliminate barriers for Black, Indigenous and People of Color, creating a more inclusive and equitable fly fishing community focused on enacting lasting change.

Learn more about Angling for All here: https://www.orvis.com/angling-for-all.html. 

In an effort to broaden the fly fishing community, Orvis has prioritized creating educational resources to welcome new audiences to the sport. In a typical year, Orvis teaches 15,000 people how to fly fish for free through its Fly Fishing 101 classes held in retail stores nationwide. In response to the COVID-19 pandemic, Orvis took Fly Fishing 101 virtual in 2020, creating free online programming that allowed 3,500 new anglers to learn how to fly fish at home.

$200,000 raised for canine cancer research

Like nature, Orvis loves dogs and in 2020, our customers helped us raise and donate more than $200,000 to Morris Animal Foundation, our non-profit partner that invests in science to advance animal health. These funds, raised through our annual Cover Dog Contest, will support the Golden Retriever Lifetime Study, a research project that seeks to better understand why golden retrievers develop forms of cancer and other diseases at such high rates.

Learn more about the Orvis Cover Dog Contest here: https://coverdog.orvis.com.

To read the full 2020 Impact Report, please visit https://www.orvis.com/impact-report.html, and to learn more about Orvis’s conservation efforts, please visit https://www.orvis.com/impact.html.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

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Contact: Eric Hockman
eric.hockman@rygr.us
d: 970-924-0704 ext. 2113

Jill Layfield, Sheila Shekar Pollak bring decades of brand-building experience to support outdoor retailer in refining its omnichannel strategy and consumer experience

MANCHESTER, Vt. (Feb. 23, 2020) — Orvis, the family-owned and operated outdoor retailer that specializes in fly-fishing and wingshooting gear, dog products and active lifestyle apparel, welcomes former Backcountry and Athleta executives, Jill Layfield and Sheila Shekar Pollak to its board of directors, effective immediately. Both Layfield and Pollak bring extensive experience from renowned retailers and will provide key support as Orvis seeks continued growth and leadership in the outdoor industry. This announcement comes on the heels of recent executive leadership appointments of Reenie Benziger as chief product officer and Simon Perkins as president.

“We are thrilled to welcome Jill and Sheila to our board and are excited to leverage their combined perspectives and deep knowledge and expertise in developing our digital and omnichannel brand strategies,” says Orvis President, Simon Perkins. “We have made exciting additions to the Orvis team in the last nine months. Adding Jill and Sheila to the Orvis “family” as board members is another demonstration of our commitment to reinventing the digital experience our customers seek in today’s world. Our entire team is committed to an omnichannel approach and providing meaningful moments with consumers wherever they interact with our brand.”

Jill Layfield joins the Orvis Board as an accomplished executive in the digital space and is currently the co-founder and CEO of Tamara Mellon, a digitally led women’s luxury brand. Prior to Tamara Mellon, she served as president and CEO of the outdoor e-commerce leader, Backcountry.com. During her 11-year career at Backcountry, Layfield facilitated several private brand launches, e-commerce brand acquisitions, and saw the business grow from $30M to $500M.

“Orvis is at a very intriguing and unique moment considering its current momentum and the opportunity ahead. Orvis possesses that elusive mix of innovative product, a fervent fanbase and an appetite for reinvention. I am looking forward to working with the board and management team to go after the exciting opportunities that await the brand,” says Layfield.

Sheila Shekar Pollak joins the Orvis board as an innovative, purpose-driven marketing executive, and is currently the senior vice president and chief marketing officer for the sustainable skin care brand, Biossance. Pollak spent 16 years of her career at Gap Inc., and most recently served as chief marketing officer at Athleta, where she played a key role in the brand’s evolution from a catalog-led marketing model to a best-in-class omnichannel and digital experience.

“For years, Orvis has shown a remarkable ability to build meaningful connections with consumers. A lot of brands yearn for the deep relationships Orvis shares with its customers. I am looking forward to working with leadership to identify new ways to build upon and deepen these relationships particularly as we continue to expand Orvis’ digital marketing capabilities and grow the Orvis community in the future,” says Shekar Pollak.

For more information, please direct Orvis media inquiries to Account Manager Madeline Fones at madeline.fones@rygr.us.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world.

Outdoor retailer expands its executive leadership team with the appointment of first chief product officer

MANCHESTER, Vt. (Dec. 21, 2020) — Orvis, the family-owned and operated outdoor retailer that specializes in fly fishing gear, dog products and active lifestyle apparel, announces today that Reenie Benziger has been named chief product officer, effective January 11, 2021. In this new position, Benziger will provide executive oversite for all product related functions to further Orvis’ leadership across all product categories.

“Reenie brings to Orvis impressive leadership experience from some of the world’s best product-led retailers,” says Orvis President Simon Perkins. “We have a very strong team in place that has given us great momentum over the last few years. Adding Reenie’s perspective and knowledge positions us to write a really exciting next chapter in our long-held commitment to building the best products for our customers. Her deep experience in merchandising, innovative tech design and consumer-centric product strategy will help shape and strengthen our future product offering and spearhead Orvis’ continued growth and leadership in the outdoor industry.”

Prior to Orvis, Benziger served as the vice president of global apparel at Nike, where she led the brand to discover new opportunities in the global active lifestyle apparel market. Benziger brings over 20 years of executive and senior leadership experience in the apparel industry, and has served in various leadership roles at Nike, Pac Sun, and Gap throughout her career.

In her new role, Benziger will oversee merchandise strategy in all product categories, focusing significantly on Men’s and Women’s apparel. Additionally, she will also lead the collaboration between the product design, development, sourcing and planning teams, providing support as Orvis continues to develop technical and innovative consumer-centric products. As consumers continue to demand more overlap between versatile sportswear and tech apparel, Benziger will play a large role in identifying growth opportunities for Orvis’ active lifestyle business and sustainable product solutions.

“Orvis has a deep history of developing consumer trust through thoughtful product design and impactful brand experience,” says Reenie Benziger. “I am excited to collaborate with the talented brand leaders and product teams to drive the brand forward while also identifying new opportunities to spread Orvis’ passion of protecting nature and cultivating positive outdoor experiences for its consumers.” 

For more information, please direct Orvis media inquiries to Account Manager Madeline Fones at madeline.fones@rygr.us.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

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Contact: Madeline Fones
madeline.fones@rygr.us
d: 970-924-0704 ext. 2111

The Orvis Company to become first Angling for All pledgee

LOS ANGELES (JULY 29, 2020) — Brown Folks Fishing (BFF), an organization committed to building community and expanding access among Black, Indigenous, and People of Color (BIPOC) in fishing and its industry, has launched the Angling for All Pledge. The pledge seeks to dismantle systemic barriers to entry and participation at all levels of the fishing industry. Joining the effort as the inaugural pledgee is The Orvis Company.

“Fishing has deep roots in the BIPOC community, yet our voices are vastly underrepresented,” says Tracy Nguyen-Chung, executive director of BFF. “We are proud to launch the Angling for All Pledge which establishes a commitment to equity and inclusion in the angling community. It is an opportunity for those within the fishing industry to cultivate the knowledge and understanding necessary to eliminate barriers and commit to radical and lasting change.” 

The Pledge has been in development since late 2018 and is inspired by the work of Teresa Baker and the Outdoor CEO Diversity Pledge. It establishes a commitment to addressing racism and inequality throughout a pledgee’s internal culture, consumer-facing behaviors, and broader community. At its core is a curriculum developed by Brown Folks Fishing in partnership with Erica Nelson and Sydney Clark of REAL Consulting, an organization that works with clients to develop strategies for anti-racist organizational culture. The curriculum provides education and resources for brands and organizations to enhance equity and diversity across staff, executive teams, athletes, ambassadors, guides, and throughout the organization’s media and marketing.

“As Indigenous and Black women, our work at REAL builds upon our own experiences and perspectives, as well as those of other marginalized people,” says Erica Nelson of REAL Consulting. “The goal of the Angling for All curriculum is to identify issues of access and participation in the outdoors and provide the tools and resources necessary to move forward in solving these issues. Not all individuals or organizations are the same. We will work with businesses and professionals on an individual basis to establish a custom set of programming and initiatives that set participants on their own unique paths to eliminating barriers and creating change in the industry. Our workshops invite everyone, regardless of their background, to add to the narrative and ensure that it is continuously evolving and culturally relevant.”  

As the inaugural pledgee, Orvis will work with REAL Consulting and Brown Folks Fishing to move through the pledge curriculum and create a plan of action upon completion.  

“We are honored and grateful to have such a strong partnership with Tracy and the team at Brown Folks Fishing,” says Simon Perkins, Orvis president. “Their mission to build capacity, access, resources, visibility, and a solid community for anglers of color makes the sport stronger, and we are excited to sign the pledge as an acknowledgment of our commitment to this critical work. This is an opportunity for us to explore our own blind spots and unconscious biases and an important step forward in Orvis’s history of passion and commitment to access, inclusion, and stewardship in fly fishing.”

Those who successfully complete the Pledge will have the opportunity to be included in the BFF Directory, which features Brown Folks Fishing’s recommendations for guides, instructors, experiences, shops, brands, and organizations from across the industry committed to equity and inclusion. The Directory will be available publicly as an information resource to anglers.

Guides, instructors, outfitters, media platforms, organizations, brands, companies, and other professionals across the fishing industry are encouraged to apply. For more information and to apply to the Pledge, please visit: www.brownfolksfishing.com/pledge

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ABOUT BROWN FOLKS FISHING

Brown Folks Fishing is a community-based organization founded in 2018 by and for Black, Indigenous, and People of Color (BIPOC) anglers. We cultivate community for BIPOC in fishing and its industry. BFF is a space to build together and a movement to expand access. We do our work through storytelling, grassroots organizing, events, and community-building.

Our work is as much about stoke as it is about our survival. We seek to reimagine fishing as a gateway to conservation. We reimagine because the framework of conservation as it exists is deeply rooted in white supremacy, erasure, and colonialism. We reclaim and lift up the narratives that Black and Brown people have with deep roots in fishing, and connection to land, water, and community. By reclaiming these roots, we can shift the narrative around who is, can, and should be on the water; whose full selves can be brought to the water.

www.brownfolksfishing.com

ABOUT REAL CONSULTING

REAL (Reconcile, Evolve, Advance, Lead) Consulting believes that anti-racist education involves a life-long commitment to the practice of seeking to understand ourselves, people, and our shared environment. REAL strives to build a customized durable foundation for clients at all points in their journey toward an anti-racist organizational culture. We reach this together by emphasizing personal reflection, interdisciplinary historical analysis, and compassion for people. Founded in 2018, Sydney Clark and Erica Nelson saw the need to weave our personal stories into our curriculum led with storytelling combined with executive leadership development, as this builds authenticity and trust toward a more equitable outdoor community.

www.consultreal.org

ABOUT ORVIS COMPANY

Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com