30-year family association remembered for new Orvis hire

Thirty years after her parents attended an Orvis casting class, Carla Feely has been appointed Chief Product Officer for the 160-year-old company.

Feely will oversee merchandise strategy and execution across all product categories. In the apparel category she will focus on fibre and fabric innovation, renewable resources and manufacturing practices to help Orvis reach its sustainability goals.

“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,” said Orvis President Simon Perkins.

Feely’s career includes leading roles at Quince, Gap, Levi’s, Swarovski and Gymboree. She was also General Manager and Senior VP of men and kids at Stitch Fix during a five-year period that saw the brand double its revenue growth.

“The Orvis brand has such deep history and personal meaning to me and my family, going back to an Orvis casting class my parents attended in 1993,” said Feely. “We have all been passionate anglers and customers ever since.”