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Orvis: How to Reinvent a 160 Year Old Fly Fishing Company

Reviving America’s oldest mail-order outfitter and longest continually-operating fly-fishing business., which opened before the Civil War.

By Everett Potter

If you don’t think that Orvis – long known for fly rods, Nantucket Red pants and patterned dog beds for your trusty black Labrador — has changed, just ask a seasoned Montana fly fishing guide.

“Twenty years ago, a guy might show up all excited and say,’ I’ve got the new Orvis rod,” recalls John Way of The Tackle Shop in Ennis, Montana, as we fished a stretch of the Clark Fork River. “I’d say, ‘That’s great, now leave it in the truck.’”

Way doesn’t say that anymore, and it’s not only because he was singled out as 2017 Endorsed Outfitter of the Year by Orvis.

Nor do his colleagues in fly fishing … continue reading

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