Orvis has named Carla Feely chief product officer with executive oversight 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.”
Feely’s career path has included leadership roles at the Gap, Levi’s, Swarovski, and Gymboree. She was the general manager and senior vice president of men’s and kids at Stitch Fix for five years. 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, combining Orvis’ history and credibility in the fly-fishing, wingshooting and dog categories with a customer-data-driven approach to inform the next-gen of the company’s apparel and style. Her work in the apparel category will also focus on fiber and fabric innovation, renewable resources and manufacturing practices to assist Orvis in reaching its sustainability goals.
Photo courtesy Orvis
