Orvis to Close 31 Stores, Refocus on Fly Fishing Roots

Orvis Announces Sweeping Store Closures Amid Strategic Refocus

One of America’s most recognized outdoor retailers, Orvis, has announced a transformative change that will reshape its national footprint and product offerings. By early 2026, Orvis will close 31 of its retail stores and five outlet locations, slashing its physical presence by nearly half. This dramatic decision comes as the company pivots back to its heritage, refocusing on fly fishing and hunting, the pursuits that defined its founding nearly 170 years ago. Rolling Out reports that the move is both a response to evolving market pressures and a recommitment to Orvis’ roots.

Heritage at the Heart: Fly Fishing and Hunting Take Center Stage

Founded by Charles F. Orvis in 1856, the brand began as a single fly fishing shop and gradually evolved into a lifestyle retailer with offerings ranging from sportswear and home goods to travel accessories. This diversification propelled Orvis into new markets but also diluted its core identity. Now, under the direction of company president Simon Perkins, Orvis is making a strategic retreat from many of these categories. Perkins described the shift as “an exciting new chapter,” emphasizing that the renewed focus on fly fishing and wingshooting will allow Orvis to innovate and serve the communities most closely tied to its legacy.

For long-time enthusiasts, the change signals a return to what made Orvis a household name among anglers and upland hunters. But for customers who came to rely on Orvis for home furnishings or general fashion, the transition may mean searching elsewhere for those products. The company has made clear that lifestyle apparel will remain, but in a far more limited selection. The lion’s share of Orvis’ resources will now be channeled into products and initiatives that support its core outdoor activities.

Economic Pressures and the Tariff Landscape

The timing of Orvis’ announcement is no accident. Perkins cited “an unprecedented tariff landscape” as a major factor influencing the company’s decision. Recent years have seen global supply chains strained and costs rising, particularly in retail sectors dependent on imported goods. The outdoor industry, with its mix of specialized gear and broad apparel lines, has felt these pressures acutely. By narrowing its focus, Orvis aims to streamline operations and mitigate the risks associated with volatile trade environments.

This move is also about resilience. In a market where big-box stores and online giants dominate, specialized expertise and a clear brand identity can be powerful assets. Orvis’ bet is that by doubling down on what it knows best—fly fishing and hunting—it can weather the economic storms and sustain its business for future generations.

Impact on Employees, Communities, and Retail Partners

With 70 retail locations currently in operation, the closure of 36 stores will have a palpable effect on Orvis’ workforce and the communities it serves. While the company has not disclosed exact numbers, the loss of nearly half its stores will inevitably result in job cuts for store managers, sales associates, and other retail personnel. Perkins acknowledged the “significant members” of the Orvis family who will be affected, expressing gratitude for their dedication and service.

The ripple effect extends beyond employees. Local economies will lose businesses that, in some cases, have been fixtures for years. Customers who relied on the personal touch and expertise of their neighborhood Orvis store may find themselves without a familiar resource. It’s a reminder that corporate strategy, even when necessary, comes with real human costs.

Yet, Orvis is not disappearing from the landscape entirely. The company maintains partnerships with more than 550 retailers, including outdoor giants like Bass Pro and Sportsman’s Warehouse. These arrangements will ensure Orvis products continue to reach customers, even in regions where standalone stores close. This hybrid approach reflects the changing nature of retail, where brand presence is as much about partnerships as it is about brick-and-mortar locations.

Conservation and Environmental Commitment Remain Central

One element of the Orvis brand that will remain unchanged is its dedication to conservation. The company has long championed efforts to protect wild places and natural habitats—essential for the outdoor pursuits at the heart of its business. By concentrating on fly fishing and wingshooting, Orvis aims to deepen its environmental mission, advocating for the preservation of rivers, forests, and wildlife that support these activities.

This environmental focus is not just marketing. For many Orvis customers, stewardship of nature is a core value, intertwined with their passion for the outdoors. The company’s strategic pivot is, in some ways, a recommitment to these principles, signaling that its identity is tied as much to conservation as it is to commerce.

A Pivotal Moment: Uncertainty and Opportunity Ahead

As Orvis approaches its 170th anniversary, the closure of half its stores stands as one of the most significant strategic pivots in its history. The outdoor retail landscape is in flux, challenged by economic pressures, changing consumer habits, and the relentless rise of online shopping. Whether Orvis’ return to its roots will secure its future remains to be seen.

For customers, employees, and outdoor enthusiasts, the coming months will bring change. Some will mourn the loss of familiar stores, while others may welcome a renewed focus on quality gear and expertise. In this moment of transformation, Orvis finds itself balancing tradition and innovation, preservation and adaptation.

Orvis’ decision to close 31 stores and sharpen its focus on fly fishing and hunting is a bold gamble in a rapidly evolving retail world. While the move carries undeniable costs—especially for employees and local communities—it also presents a chance for the brand to reclaim its identity and deepen its commitment to conservation. The success of this strategy will hinge on Orvis’ ability to serve its core customers with authenticity, expertise, and passion for the outdoors, even as the retail landscape continues to shift.