Orvis is the world’s oldest mail-order retailer and a premier outdoor lifestyle anchor for Tier-1 Lifestyle Centers, Regional Malls, and High-Street corridors. Entering 2026, the brand is executing a "Customer-Centric Modernization" strategy under CEO Simon Perkins, focusing on a "less is more" inventory model that prioritizes high-margin proprietary technical gear and premium apparel. The 2026 retail model—the "Heritage Hub"—functions as an experiential destination, featuring in-store fly-fishing schools, rod-testing casting ponds (physical or digital), and specialized "Dog Lifestyle" zones. For landlords and developers, Orvis acts as a "High-Dwell" anchor, attracting an exceptionally loyal, affluent demographic that prioritizes sustainability and outdoor conservation. With its 2026 "Value-Driven Evolution," the brand is optimizing its footprint to focus on high-productivity locations that serve as community centers for the modern sporting enthusiast.