New Board appointments underline Orvis’s commitment to omni-channel strategy

Orvis, the operator of more than 80 retail stores across the US and UK, has underlined its commitment to an omni-channel strategy with two Board appointments.

The family-owned business, which specialises in the fly fishing market, has welcomed former Backcountry and Athleta executives Jill Layfield (above right) and Sheila Shekar Pollak (left), to its Board with immediate effect. Both bring extensive experience from well-known retailers and will provide key support as Orvis seeks continued growth in the outdoor market.

“We are thrilled to welcome Jill and Sheila and excited to leverage their combined perspectives and deep knowledge and expertise in developing our digital and omni-brand strategies,” said Orvis President Simon Perkins. “It is a demonstration of our commitment to reinventing the digital experience our customers seek in today’s world.

“Our entire team is committed to an omni-channel approach and providing meaningful moments with consumers wherever they interact with our brand.”

Layfield is currently CEO of Tamara Mellon, a digitally-led women’s luxury brand, and was formerly President and CEO of the outdoor e-commerce retailer, Backcountry.com, where she oversaw the business grow from $30m to $500m. She said: “Orvis is at a very intriguing and unique moment considering its current momentum and the opportunity ahead.

“It possesses that elusive mix of innovative product, a fervent fan base and an appetite for reinvention. I am looking forward to working with the Board and management team to go after the exciting opportunities that await the brand.”

Shekar Pollak is Senior Vice President and Chief Marketing Officer at the sustainable skin-care brand, Biossance. She spent 16 years at Gap Inc. and most recently as Chief Marketing Officer at Athleta. She said: “For years Orvis has shown a remarkable ability to build meaningful connections with consumers. A lot of brands yearn for that and I am looking forward to working with leadership to identify new ways to build upon that, particularly as we continue to expand the company’s digital marketing capabilities and grow the Orvis community in the future.”