Orvis Appoints Chief Product Officer

Orvis, the family-owned-and-operated outdoor lifestyle retailer and leader in fly-fishing and wing-shooting gear, dog products and apparel, named Carla Feely as chief product officer. In this role, Feely will oversee the next chapter of Orvis’s commitment to product excellence and provide executive oversite for all product-related functions.

“Ever since Charles F. Orvis made the first Orvis fly rod in 1856, Orvis has been driven by innovation to provide our customers with the best products,” said Orvis President Simon Perkins. “Building the next generation of innovative products and apparel to inspire our customers in the outdoors will be central to our growth for both the brand and business.

“Carla’s experience leading merchandising, planning, design, and development across multiple product categories is the perfect fit to continue the momentum we’ve built over the last several years. She also brings a deep regard for the brand’s rich legacy of protecting nature and keeping the customer at the center of all we do. We are thrilled to welcome her to the Orvis family and excited for what lies ahead for the brand and our customers,” Perkins added.

Feely’s career has included leadership roles at brands such as Gap, Levi’s, Swarovski, and Gymboree. She held the position of general manager and senior vice president of men’s and kids at Stitch Fix during a five-year span where the brand doubled its revenue growth. Most recently, Feely worked as head of merchandising for Quince, where she led product teams across men’s, women’s, kids, home, accessories, footwear, and fine jewelry categories.

Feely will oversee merchandise strategy and execution across all product categories. Her work in the apparel category will focus on fiber and fabric innovation, renewable resources and manufacturing practices that will help Orvis reach its sustainability goals.

“For over 160 years, Orvis has been inspiring so many to discover and pursue life in the outdoors. The brand has such a deep history and personal meaning to me and my family, going back to a free Orvis casting class my parents attended in 1993. We have all been passionate anglers and customers ever since,” Feely said.