Orvis, a longstanding Vermont company known for outdoor apparel and fly-fishing gear, plans to lay off 112 employees and discontinue its mail-order business after 170 years. The headquarters relocation from Sunderland to Manchester precedes these changes, with company leadership emphasizing a shift toward stronger online sales. President Simon Perkins assures support for laid-off workers as pivotal adjustments unfold over the next year and a half.
Orvis, a historic outdoor apparel and fly-fishing equipment company, is facing significant transitions, including layoffs and the discontinuation of its mail-order business. Established in the 1850s, Orvis relocated its headquarters from Sunderland to Manchester in January; now, it plans to reduce its workforce by 112 positions, approximately 8% of its total employees, while also closing several retail outlets. The company, recognized as one of the earliest mail-order businesses in the United States, will cease this operation after 170 years. Manchester Town Manager Scott Murphy remarked that while the job cuts are challenging, shifting from traditional catalogs appears to be a prudent decision. He noted, “catalogs are not the way to go for the future, and I know their online presence is very strong,” emphasizing Orvis’s focus on digital marketing. In a statement, Orvis President Simon Perkins expressed the company’s aim to maintain its identity as a family-owned outdoor lifestyle brand for another 170 years. He assured that laid-off employees would receive comprehensive support, including two months of full pay and benefits. Although specific locations slated for closure remain unspecified, the restructuring is anticipated to unfold over the next year and a half.
The Orvis Company, founded in the mid-19th century, has played a pivotal role in the outdoor and sporting goods industry. Recognized for its innovative approaches in marketing, particularly through catalogs, the company is now confronting the evolving landscape of retail, necessitating drastic changes to its operations. This includes the shift from physical catalog sales to a more digitally focused sales strategy, a response to the changing consumer behaviors of the modern market.
In summary, the Orvis Company is implementing significant changes, including layoffs and the cessation of its traditional mail-order business to adapt to a digital-first strategy. The decision reflects a broader trend in retail as companies modernize their operations to remain competitive. While these adjustments may be painful for employees, they are necessary for the brand’s long-term sustainability and growth.
Original Source: www.wcax.com
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