Orvis, the legendary U.S. retailer known for its high-quality fishing gear and outdoor apparel, is closing its only Wisconsin location as part of a larger strategy to streamline the company and secure its future success. The store, located in the Bayshore Town Center mall, officially shut its doors on December 23.
The closure comes after Orvis President Simon Perkins announced in October that the company would be downsizing its retail footprint. Although Perkins did not specify which locations would close, he emphasized the need for these changes to ensure the company’s long-term sustainability, noting that Orvis had reached a “critical inflection point” after nearly 200 years in business.
Orvis, which operates more than 80 stores across the U.S. and partners with over 400 global dealers, is refocusing its brand by narrowing its product offerings and making bold moves to appeal to both existing and future customers. The company aims to strengthen its core identity amid evolving challenges in the retail landscape.
“These changes are necessary but difficult, as they affect our associates and the communities where we operate,” Perkins said, acknowledging the impact on employees. The company has already laid off 8% of its workforce, offering two months of full pay and benefits to those affected.
While the Wisconsin store is the only official Orvis location to close, customers can still purchase the brand’s iconic products at various retailers, including The Fly Fishers in Brookfield, Sportsman’s Warehouse in Racine, and Cabela’s in Richfield.
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In addition to the retail downsizing, Orvis has also made a significant change by discontinuing its long-standing catalog, which had been a key part of the brand’s identity. This decision is expected to have a positive environmental impact, eliminating the use of more than 2,500 tons of paper annually.
Despite the challenges, Orvis remains optimistic about its future, staying committed to providing lasting value to its customers, employees, and the environment.
The closure of the Orvis store comes amid a broader trend of retail downsizing, with several major retailers, including Big Lots and Party City, announcing widespread store closures in 2024. This wave of closures is driven by changing consumer behaviors, the rise of e-commerce, and inflationary pressures resulting from the pandemic. Retail experts have reported a 24% increase in store closures this year, highlighting the financial difficulties faced by many companies in the sector.
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