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Posts tagged: orvis

Orvis Buys Scientific Anglers, Ross Reels (or, Proof Jim LePage Is Marilyn Monroe’s Love Child)

May 1, 2013, by Tom Chandler 23 comments

Consolidation isn’t exactly unknown in the business world these days, but I admit this announcement caught me a little by surprise:

Manchester, VT (May 1, 2013) – The Orvis Company, Inc. of Manchester, Vermont today announced it has entered into a definitive agreement to acquire the Scientific Anglers and Ross Reels businesses from 3M (NYSE:MMM). Upon completion of the transaction, Orvis plans to continue to operate the Midland, MI based business independently under the Scientific Anglers brand. Ross Reels will also continue to operate independently under its brand name from its Montrose, CO headquarters. The transaction is expected to be completed in the second quarter. Terms of the transaction were not disclosed.

Ok. My first journalistic response was that Orvis worked with SciAnglers on fly lines (SA produces the Orvis “base” lines, which are then hot-rodded in the Orvis rod shop), so… why not?

But this passage caught me a little unawares:

“There is no plan for Orvis to carry Scientific Anglers-brand fly lines in its catalog, stores or website, nor are there plans to more widely distribute Orvis products through S.A.’s established wholesale accounts. Each brand must remain focused on being the leading innovator in their respective product categories and distribution channels,” Lepage said. “Maintaining that clarity will be the key to our success.”

Orvis is something of a direct marketing machine; I assumed we’d see all three organizational marketing bits intertwining with Orvis applying some of its direct muscle. But on a phone call, Tom Rosenbauer said SA and Ross “are wholesale business and we want to keep them wholesale businesses.”

OK. It’s all adding up to be a standard, everyday buyout.

Until I applied the sophisticated journalistic techniques developed by American’s stellar crop of birthers and conspiracy theorists. To whit:

“We think both businesses have incredible opportunities to drive fly-fishing innovation well into the future,” said David Perkins, Orvis Executive Vice Chairman. “Jim Lepage will move to Midland and from there he will be dedicated to running both S.A. and Ross. He and the excellent teams already in place will build these strong brands for the future. Neither consumers nor the trade will likely notice much of a difference in the branding of these businesses under Orvis ownership. What they will notice is renewed marketing energy, well-supported sales and service staff and an even higher level of new product innovation.”

Aha! And I had my story.

All the facts clearly point to the following: Jim LePage is the love child of Marilyn Monroe and one of the Perkins clan, and this purchase is basically a gift to him in return for his silence on the whole embarrassing episode.

When I confronted Rosenbauer with the truth, he backpedaled desperately: “We’ll see an increased emphasis on quality control and R&D.”

You can almost read the fear in his voice.

“And we’re bringing Bruce Richardson back to SA. It’s really cool to have Bruce Richardson back on board, and with Jim LePage working as a hands-on manager, we should see some cool new innovations coming from SA and Ross.”

That, my fellow Undergrounders, is confirmation.

Need more proof? I can already predict that not a single one of the other Illuminati-controlled fly fishing blogs or media is going to publish the real truth.

Thus, the absence of the truth confirms the truth — which you’ll receive only at the Underground.

See you scanning for black helicopters, Tom Chandler.

Review: Orvis Lightweight Pack & Travel Waders (Are Sonic-Welded Waders Reliable?)

August 23, 2012, by Tom Chandler 1 comment
Orvis Pack & Travel Waders

Orvis Pack & Travel Waders Aren’t Just For Lightweights

I’ve been wearing the Orvis Pack & Travel Waders for almost two years, largely wondering if the lightweight, Sonic-seam welded waders would spring a leak on the next trip.

Which never happened.

In fact, after a fair amount of backcountry use (and getting wadded up and jammed in a pack), they suffered no leaks, pinholes or any other kind of failure.

Orvis Pack & Travel Waders

Light & compact (a backcountry dream?)

Orvis holds a patent on sonic-welded seam technology, which instead of physically stitching seams together — introducing holes into the material which must be taped to become waterproof — uses sound to weld fabric together (I sometimes felt bands like Metallica had the same effect on the human brain).

I won’t go into the technical details (mostly because I don’t understand them), but I can say the seams never leaked. (Neither did they leak on the Redington Sonic Pro Zipper Front waders I reviewed here.)

So let’s move on.

Orvis Pack And Travel Waders

I ended up with these waders after writing (whining, actually) about my lack of affection for humping twelve pounds of waders and wading boots into the backcountry.

Tom Rosenbauer of Orvis sent them, and the Orvis Pack & Travel waders are indeed light and spartan; they weigh about a third less than standard multi-ply “Guide” waders.

What’s more — and I can’t point to the SonicSeam technology as the cause of it — they’re far more comfortable than my Orvis Guide waders, which tended to bind when I most needed them not to (picture somebody trying to climb over a big rock, arms windmilling madly).

They also pack far smaller; on several occasions I rolled them up to the size of a lightweight pair of pants, stuffed them into a daypack, lashed the boots to the exterior, and had enough room left for gear, lunch, etc.

Which is a bigger deal than it sounds.

In the past, I’ve had to upsize to a bigger pack when hiking into the backcountry with waders, boots, food, water, gear, etc.

Which sorta sucks.

A bigger pack offers that many more opportunities to snag, weighs more, causes more problems while fishing, and tends to fill up with gear you don’t need.

Over the past decade, backpacking has been largely overtaken by the ultralight movement, whose basic tenant is that ounces = pounds, and pounds = pain, so minimalistic, lightweight gear is better than heavyweight, bombproof gear. My own experiences with lightweight packs and gear suggest they’re right.

In fact, after you’ve thrown on your “Pro” waders, Herman Munster boots and more gear than your average Navy Seal — and then hiked a few miles at altitude — the whole minimalist movement starts to makes a lot of sense.

Enter the Pack & Travel waders.

Tougher Than I Expected

Surprisingly, these lightweight waders have not suffered a single pinhole or failure, and while I’m not throwing myself at the blackberry bushes on a daily basis, I did abuse them in the willows, brush, barbed wire and deadfall guarding my favorite small streams.

My friends will tell you I’m not easy on gear. My ability to suffer pinholes and seam issues with previous waders is somewhat legendary among my close friends (as is my ability to whine about it on the river).

So I didn’t expect these lightweight waders to hold up. But they did.

The Pack & Travel waders are clearly stripped down; one lightweight interior zippered pocket is all you get, and the shoulder straps are thin and spartan (but not, so far, uncomfortable).

Of course, you sometimes pay for minimalism. In cold weather use, I “noticed” the lack of front handwarmer pockets. There just wasn’t any place to warm my hands after catching a trout or waiting for the next riser.

And while I rarely leave gear in front wader pockets (it always falls out), it’s nice to have a place to temporarily stow stuff, like the gloves you peeled off before landing that trout, or your hemostats, or…

These also feature built-in neoprene gravel guards, which I could live without; they added weight and retained moisture, and there are better ways to deal with gravel (assuming you need to at all).

What Do You Really Need?

Clearly, fly fishermen will have their heads turned by “guide” level gear. The concept at work is “if you’re going to buy something, you might as well buy the heavy duty stuff.” Problem is, that heavy-duty stuff is frequently hotter, less comfortable (to wear and to carry) and costs a lot more.

And it’s an immutable law of the universe that the more stuff you hang on something, the more likely it is to break.

I’d suggest the Orvis Pack and Travel waders make a lot of sense for those who hike to fly fish; when you’re carrying something on your own back, lighter and smaller becomes less a convenience and more the foundation of a whole belief system.

Or if you travel a lot and don’t engage in Greco-Roman wrestling with sticker bushes, the Orvis Pack and Travel waders will help you carry less and beat airline baggage weight limits.

If you fish like the majority of fly fishermen (6-12 days per year, though nobody admits it), then why drop $400+ on guide waders when lightweight models pack and travel easier, weigh less, feel cooler, and — unless you enjoy contact with Blackberry bushes — will still last years?

Just a thought.

Are Sonic Seams Sound?

I didn’t test the Orvis and Redington sonic waders (reviewed here) to destruction and can’t speak to the durability of the sonic seams beyond the 10-24 months I used them, but I simply had no issues. (Note: I’ve always developed pinholes or seam leaks in waders within a year)

That could be due to a greater care born of old age, a slowing metabolism, sheer luck, or the emergence of a fairly cool new wader technology.

I’ll let you decide which.

Regardless, my limited experience suggests sonic-welded seams are not a gimmick. Whether their advantages accrue to anglers (last longer, more comfortable) or manufacturers (cheaper to make, fewer warranty returns) isn’t clear to me, but I suspect we’ll see more of them.

In fact, Orvis is already pushing a new pair of SonicSeam “Silver” waders that look like competitors to the Redington Sonic Pros (reviewed here).

See you traveling (lightly), Tom Chandler.

Orvis Pack & Travel Waders: $275

 

The IFTD PR Cheat Sheet (or, New Orleans & Orvis)

September 10, 2010, by Tom Chandler 2 comments

IFTD Show Going to New Orleans in 2011

Tweets and emails from the IFTD show floor suggest the industry show may appear in New Orleans next August, which could bring the Underground out of his temporary trade show retirement, especially if a shot at redfish is involved.

Let the good times roll…

Orvis Stuff

Orvis surprised the industry a few years ago with the introduction of its Helios rods, and in addition to a pair of new reels I don’t feel like writing about, their new $350 “Access” fly rods sound interesting, and they’ve announced (surprisingly) yet another remake of the Superfine line.

Read on, Undergrounders.

Access Fly Rods

Are the new Access rods the $350 equivalent to the Hydros, which is the $550 equivalent to the $800 Helios?

I doubt Orvis would put it that way, but that’s why you read the Underground instead of product literature… From Manchester:

The new Orvis Access rods introduce a huge breakthrough in mid-priced fly rod designs. Lighter than any other rods in their price class, they utilize the Exclusive Load Ratio developed for the Helios and Hydros rods to produce a taper that feels powerful yet lively when casting or when playing a fish.

Recent breakthroughs in fiber/resin combinations by the military contractor who provides Orvis with its raw materials allow the rod designers to make these rods ultra-lightweight and responsive.

Superfine Fly Rods

Several years ago Orvis “overhauled” the much-beloved Superfine series of fly rods, which had been in production basically forever.

And yes, there was discontent.

Some suggested they’d dramatically over-stiffened the wonderfully smooth rods, and since the company has re-tooled the line so quickly, maybe there was truth to the rumors. From Orvis:

Superfine Touch rods are an entirely new rod series from Orvis. Despite their retro un-sanded finish, they utilize the latest in graphite raw materials, resins, and scrims and an entirely new taper that is as smooth and easy-casting as the original Orvis Superfine, but with more precision and accuracy.

It’s a fact that most fly rods today are optimized for casting 35 feet and beyond. When shorter casts are needed (actually in the range most trout are caught), the angler needs to adjust his or her casting style and work too hard to get the rod to flex properly at 15 to 25 feet. The new Orvis Superfine Touch rods were painstakingly designed and tested to make perfect casts at distances less than 30 feet, even though with an adjustment in casting style they can reach out to 60 feet.

According to Orvis Marketing Kahuna Tom Rosenbauer:

“We went back to the drawing board–new mandrels, new material, new taper. What we came up with was a more progressive, less butt-flexing taper that loads perfectly at 10 to 25 feet.”

Because I’m a geezer who likes slower, softer rods, I may request one of the new Superfines for testing, comparing it against my sizable stack of old geezer rods, and we’ll see how it measures up.

(Probable Sign of Geezerhood: Almost none of the synthetic rods I fish are still available.)

See you at home, Tom Chandler.

Orvis Says Tired of Waiting for AFFTA to Grow Sport, Offers Free Fly Fishing Classes

June 24, 2010, by Tom Chandler 35 comments

That Orvis would offer free fly fishing classes isn’t exactly a shocker; more anglers equals more gear flowing through the warehouse (which equals bigger bonuses).

It’s a simple equation.

That said, what is interesting is an email comment offered by Orvis Grand Marketing Poobah Tom Rosenbauer:

“I’ve been worried about the lack of growth in the fly-fishing industry for a long time and have grown tired of waiting for our trade association to do something meaningful about it. We’ve decided to partner with TU to give free fly fishing lessons for novices every Saturday in July this summer.”

Ouch.

The relationship between Orvis and AFFTA is largely open to interpretation; insiders have suggested the Orvis presence at prior AFFTA trade shows was more courtesy than necessity, and they barely made an appearance at last year’s show.

Stay tuned for more exciting industry gossip.

For now, here’s the Orvis Press Release:

SUNDERLAND, Vermont (June 9, 2010) — Orvis and Trout Unlimited are partnering to offer a new industry event to introduce new fly fishers to the sport of fly fishing – Fly Fishing 101. Never before has there been such an organized effort across so many locations to give new fly fishers a chance to learn the great sport of fly fishing free of cost. “Newcomers to fly fishing are often intimidated with casting and other elements of getting started in the sport. The Fly Fishing 101 event will help participants learn fly fishing basics in an easy, non-threatening way,” said Tory Myler, Orvis Retail and Wholesale Marketing Manager.

Every Saturday in July 2010 from 9AM-12PM, participating Orvis stores and dealers will offer free fly casting classes and free classes on rigging a fly rod and reel outfit. Upon completion of the courses, every participant will receive a $15 Orvis savings card and a certificate for a free membership to Trout Unlimited – a $35 value. Volunteers from Trout Unlimited will be on hand at select locations to aid with the instruction. “Fly fishers are a significant part of Trout Unlimited’s membership because of our mission to protect, conserve and restore coldwater fisheries and their watersheds in North America. Our volunteers are excited to help newcomers learn and enjoy the sport of fly fishing,” said Christopher Anderson, Trout Unlimited.

Growing the sport of fly fishing is a concept wholly embraced by the fly fishing industry, but anglers don’t always evidence support for the idea.  I can see the utility of more humans lined up behind the concept of clean water, but I do find myself hoping any industry growth occurs on big waters and not small streams, where ‘two’ is definitely a crowd.

With AFFTA seemingly focused largely on its own survival as of late), the Underground has to ask:

What would the Undergrounders do to grow the sport (assuming you actually want the sport to grow)?

Are Fly Fishermen A Bunch of Mopey Deadbeats (or, Is The Industry Ready To Have Fun?)

June 8, 2010, by Tom Chandler 13 comments

Fly fishing’s supposed to be fun, but fly fishermen do tend to weigh it down with a lot of gear, money and expectations (not to mention words).

And frankly, the industry’s not wholly without blame. Sweeping ad campaigns clutter the magazines and Intertubes, and in a surprising number, grim, unsmiling fly fishermen fish as though there’s an IRS auditor waiting for them on the bank.

Stare directly into the marketing light too long, and you start to wonder why anybody would take up the sport.

Which is why it’s nice to see somebody in the industry apparently enjoying themselves, though the source this time will come as a surprise to most of us.

Orvis.

(Yep. Me too.)

I don’t know if I necessarily expected everyone at Orvis Central to be drinking brandy from snifters and wearing smoking jackets, but I wasn’t expecting self-deprecating humor.

I’ve heard it said dying is easy, it’s comedy that’s hard, so falling on your face in a massively unfunny video is a risk.

That hasn’t happened here, and the appearance of even a tiny bit of humor in this industry makes me hope somebody pulls their head out of their waders and hires potential comic genius filmmaker Steve Apple to produce a series of funny fly fishing/product videos.

They’d entertain, they’d inform, they’d go viral, and they’d lift the Cone of Darkness that sometimes seems to obscure the real fun of the sport.

(Note to fly fishing advertisers: if you don’t believe “fun” works, I challenge you to watch this short video by marketing juggernaut Nike, who produced what amounts to an amateur video that went totally batshit viral)

The rest of us are having fun on the river. Why aren’t fly fishing’s advertisers?

See you having fun, Tom Chandler.

The Underground Posts The Mother Of All Rubber Soled Wading Boot Reviews (And Comes to a Few Surprising Conclusions)

April 29, 2010, by Tom Chandler 52 comments

Will New Studded Rubber Soles Kill Felt – Before It’s Legislated Away?

NOTE: Because the I posted this on a Friday (so it would be four posts deep by Monday), I’m making it “sticky.” It will remain atop the stack until Monday…

Now that Alaska’s announced a statewide felt sole ban – and with a Vermont ban already in the works (plus New Zealand, plus…) – one thing seems clear.

Some of you may not be wearing felt-soled wading boots much longer.

Read more →

Patagonia Offers Online Catalog, Orvis Goes Social Media – What’s The Industry To Do?

April 14, 2010, by Tom Chandler 15 comments

That a major fly fishing manufacturer produced an online catalog isn’t wholly a shock, though few companies in the comparatively tiny fly fishing market can offer up the kind of presence needed to get that catalog featured on an L.A. Times site.

Patagonia seems to be that company.

Patagonia's Online Catalog

Patagonia's web-based catalog (note the audio player lower left)

From the LA Times web site:

Outdoor and fishing apparel manufacturer Patagonia is doing away with its traditional fly-fishing catalog, instead switching to an online “e-Catalog” only.

“The fishing market is the right place to launch an e-Catalog,” said Patagonia angling Chief Executive Casey Sheahan. “Anglers have turned to the Internet to review water conditions, hatches, plan trips and more, making them the perfect customer for an online, interactive e-Catalog that feels more like a magazine or multimedia site.”

The Web-based, interactive catalog will allow users to view videos and access in-depth product information, as well as provide avenues to purchase items quickly and easily.

“Our hope is that anglers are psyched to get product information this way, so moving forward we can try to avoid sending catalogs to individual mailboxes.”

Whether the time is truly right remains to be seen; it was only a couple years ago that a small manufacturer I know – someone who sells into the outdoor and food service markets – also went to a digital catalog.

The only real pushback? It came from the fly fishing industry, many of whom didn’t seem to know what a digital catalog was, or why an industry largely based on clean water would find it desirable.

The times are changing, though I’d suggest fly fishing’s anglers are ahead of the industry when it comes to the Internet.

I say, Is That a Direct Sales Model?

As noted by an eagle-eyed Undergrounder, clicking on a product in Patagonia’s online catalog (I’ve been eying the Pack Vest, so let’s click that) sends you straight to the Patagonia Web site, where you’ll find plenty of product information – and are offered the chance to conveniently buy the item immediately.

It’s a subtle reminder that the Internet is truly enabling a direct sales model, and while Patagonia has always been something of a catalog company, you know that other manufacturers – largely prevented from direct sales by their commitment to a dealer network – are eying that direct channel (and its “forget about wholesale pricing” margins) somewhat covetously.

Mike Michalak – owner of The Fly Shop in Redding (perhaps the biggest online & offline retailer in terms of revenue) alluded to this in the March issue of Angling Trade, where he wrote an opinion piece suggesting dealers were about to witness an industry turning to a direct sales model at the expense of fly shops.

I think it’s a given that will come to pass on some level, especially given homogeneity of so many fly shops.

In simple terms, the fly fishing market isn’t all that big; fewer manufacturers means fewer choices – and fly shops which already carry pretty much the same gear will be forced to differentiate themselves in other ways.

Those that can’t will disappear.

Direct sales? Manufacturers are eying the channel, but many find their hands are tied.

Of course, Patagonia’s already tapped into direct sales, though if you want to see an aggressive operation, you have to look no further than the old-skool Orvis site.

Sure, it’s cluttered, but beneath it lurks a very advanced email program, plenty of new-school product marketing (like customer product reviews – text and video), a host of other features guaranteed to make a modern marketer smile, and yes – even a burgeoning social media effort.

Meanwhile, competing manufacturers like Scott, Winston & Sage seem content to roll out “new” web sites that look, operate – and fail to engage – exactly like their old Web sites.

The Internet isn’t about to disappear fly fishing’s fly shops, but those shops – and manufacturers – who are slow to recognize its real impacts are doomed to stand on the sidelines while others eat their market share like a stolen lunch.

Patagonia seems to be justifying its new catalog on the basis of environmental impacts. Yet that ignores the very real ability to deliver rich content (video, audio, animation, etc) that can’t happen via print.

And yes, it gives you the ability to direct interested buyers exactly where you want – including to the “buy this” page on your own Web site.

And Here I Was Afraid of Saving For Her College Expenses

January 27, 2010, by Tom Chandler 8 comments

Little M seized this particular hat out of a pile of the Lead Undergrounder’s hats, leading me to believe I’ve got more to save for than simply college costs…

Little M - developing a taste for Orvis Helios fly rods?

I'm keeping Little M away from those corrupting bamboo fly rod influences...

[Supported] New Orvis Fly Fishing Podcasts (plus new Hunting/Shotgunning broadcasts)

October 13, 2009, by Tom Chandler No comments yet

[Supported Post]

The Orvis Podcast series continues with all-new fly fishing tips (plus new podcasts on hunting and shotgunning).

Learn from one of fly fishing’s most respected authors: Tom Rosenbauer, author of numerous fly-fishing books (including The Orvis Fly-Fishing Guide), shares the wisdom and practical techniques that he’s learned throughout his decades of fly fishing around the globe.

Latest Podcast: The Minimalist Fly Fisher

To play any of Orvis’ fun, information-packed podcasts (and many more), simply click here.

Recent Podcasts Include:

  • Double Barrel’s First Episode (the new Orvis hunting & shotgunning podcast)
  • Proper Catch & Release Methods
  • Playing with Fish in Fast Water
  • All About Fly Fishing with Braided Leaders
  • More Tips on Fly Fishing in Small Streams
  • Ridin’ Dirty: Tom’s Tips for Fly Fishing Muddy Water
  • Bass and Panfish Fly Fishing Tips
  • The Top Five Casting Mistakes Fly Fishers Make
  • Tom Talks about A River Runs Through It and Gives a Few Pointers on River Etiquette as well as the use of Felt Sole Waders
  • Fly Fishing with Sinking Lines

To play any of Orvis’ fun, information-packed podcasts (and many more), simply click here.

What is podcasting?
Podcasting distributes an audio file online for automatic downloading. Once you’ve downloaded the audio file, you can listen to it on your computer or portable media player.

Subscribe to the Orvis Podcast Direct RSS Feed

Join Orvis on Facebook!

Orvis Fishing Reports

<embed src="http://www.odeo.com/flash/audio_player_standard_gray.swf" quality="high" width="300" height="52" allowScriptAccess="always" wmode="transparent"  type="application/x-shockwave-flash" flashvars= "valid_sample_rate=true&external_url=http://media.libsyn.com/media/orvisffguide/Proper_Catch__Release_Techniques.mp3 pluginspage="http://www.macromedia.com/go/getflashplayer" /></embed>

[Supported by] The Orvis Podcast Series Continues

September 25, 2009, by Tom Chandler No comments yet

[Supported Post]

The Orvis Podcast series continues with all-new fly fishing tips.

Learn from one of fly fishing’s most respected authors: Tom Rosenbauer, author of numerous fly-fishing books (including The Orvis Fly-Fishing Guide), shares the wisdom and practical techniques that he’s learned throughout his decades of fly fishing around the globe.

This Podcast: Playing With Fish in Fast Water (click player to start)

To play any of Orvis’ fun, information-packed podcasts (and many more), simply click here.

Recent Podcasts Include:

  • All About Fly Fishing with Braided Leaders
  • More Tips on Fly Fishing in Small Streams
  • Ridin’ Dirty: Tom’s Tips for Fly Fishing Muddy Water
  • Bass and Panfish Fly Fishing Tips
  • The Top Five Casting Mistakes Fly Fishers Make
  • Tom Talks about A River Runs Through It and Gives a Few Pointers on River Etiquette as well as the use of Felt Sole Waders
  • Fly Fishing with Sinking Lines

To play any of Orvis’ fun, information-packed podcasts (and many more), simply click here.

What is podcasting?
Podcasting distributes an audio file online for automatic downloading. Once you’ve downloaded the audio file, you can listen to it on your computer or portable media player.

Subscribe to the Orvis Podcast Direct RSS Feed

Join Orvis on Facebook!

Orvis Fishing Reports

<embed src="http://www.odeo.com/flash/audio_player_standard_gray.swf" quality="high" width="300" height="52" allowScriptAccess="always" wmode="transparent"  type="application/x-shockwave-flash" flashvars= "valid_sample_rate=true&external_url=http://media.libsyn.com/media/orvisffguide/Proper_Catch__Release_Techniques.mp3 pluginspage="http://www.macromedia.com/go/getflashplayer" /></embed>

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