A Sportsman's Life: How I Built Orvis by Mixing Business and Sport

Leigh Perkins bought the Orvis Company in 1965 and built its annual sales to $100 million by revolutionizing the catalog retail industry and reshaping the company's culture. He used the basic principles of customer service, product excellence, and empowering employees to build a loyal and talented team. He also traveled the world to fish and hunt, devoting his resources to conservation causes.

Format: Paperback / softback
Length: 212 pages
Publication date: 01 December 2022
Publisher: Rowman & Littlefield

When Leigh Perkins acquired the Orvis Company in 1965, the fly-fishing and bird-hunting outfitter was a sleepy business with annual sales hovering around $500,000. However, over the next thirty years, Perkins embarked on a transformative journey that saw Orvis's annual sales skyrocket to a staggering $100 million. His remarkable achievement was a result of his innovative approach to the catalog retail industry and his unwavering commitment to reshaping the company's tradition-bound culture.

Perkins' fundamental principles for running his business were grounded in customer service, product excellence, and employee empowerment. He believed that the customer was always right, even when they were mistaken, and he dedicated himself to providing exceptional service at every touchpoint. He also prioritized product quality, going to great lengths to ensure that everything Orvis sold was of the highest caliber. This commitment extended to fighting the US government to obtain embargoed Chinese bamboo for fly rods, demonstrating his determination to deliver the best possible products to his customers.

In addition to his focus on business, Perkins was deeply committed to living the outdoor life that his catalog had popularized. He traveled extensively, exploring exotic destinations such as Argentina and New Zealand, while actively participating in conservation causes worldwide. His passion for the outdoors not only fueled his creativity but also served as a source of inspiration for his employees, who were encouraged to embrace the same lifestyle.

Perkins' leadership style was characterized by his ability to blend his love of nature with his business acumen. He was known for his commonsense approach, which he had honed through his experiences in the streams and on his hunts. This practical knowledge informed his decision-making in the boardroom, leading to strategic decisions that drove the company's growth and success.

Under Perkins' leadership, Orvis underwent a significant transformation. The company expanded its product line to include clothing, accessories, and outdoor gear, catering to a broader range of outdoor enthusiasts. It also diversified its marketing efforts, reaching out to new customer segments and expanding its international presence.

Perkins' legacy continues to shape Orvis today. The company remains committed to its core values, including customer service, product excellence, and employee empowerment. It has expanded its conservation efforts, partnering with organizations such as The Nature Conservancy and Trout Unlimited to protect and preserve natural habitats.

In conclusion, Leigh Perkins' acquisition of the Orvis Company in 1965 marked the beginning of a remarkable journey that saw the company transform from a sleepy business into a global leader in the outdoor industry. Perkins' innovative approach, combined with his deep passion for nature and his business acumen, propelled Orvis to new heights of success. His legacy continues to inspire and guide the company, as it continues to evolve and adapt to the changing needs of its customers and the broader outdoor community.

Weight: 350g
Dimension: 152 x 228 x 16 (mm)
ISBN-13: 9781493069941