Orvis New York Goes All Out for New Outdoor Store; Relocates to Fifth and 44th Street.

Business Editors

NEW YORK--(BUSINESS WIRE)--July 27, 2000

The Orvis Company will bring its rich sporting heritage to a new midtown New York location on Thursday, July 27th with the grand opening of the company's newest flagship store. Orvis' new 6,000-sq. ft. location at 522 Fifth Avenue at 44th Street will replace the former Orvis store on 45th and Madison, and will be an upscale sporting mecca in the heart of the city, filled with classic men's and women's country fashions, gifts for the home, and one of the city's largest selections of Orvis fly-fishing rods, reels, and waders. Orvis New York will also feature rugged outerwear and technical clothing for fly-fishing and upland bird hunting.

Orvis New York will kick off its grand opening with day-long activities and an invitation-only evening celebration on Thursday, July 27th. Fly casting and hunting dog retrieval demonstrations will be held during the day, and guests attending the evening's festivities can observe world-renown painter James Prosek - called the "Audubon of Fly-Fishing" - complete a commemorative piece celebrating the new store. Other events include a special presentation by the Audubon Society's Living Ocean Program, along with fly-tying and decoy carving.

Shoppers entering the store are quickly immersed in the company's rich 144-year history. The expansive design is reminiscent of an old Adirondack lodge with high ceilings, light pine woodwork and cherry fixtures. Interior decorations are accented by antique fishing gear and memorabilia, offset by historic wall photos.

The fly-fishing department will display over 100 models of hand-built Orvis fly rods, manufactured as they have been since 1856 in Manchester, Vermont. Thousands of fishing flies will also be displayed, including custom patterns for New York waters. Anglers will find a wide variety of waders, vests, reels, lines, fly-tying materials and hundreds of gadgets -- many of which are newly-designed products for 2000.

Other noteworthy must-haves for the New York outdoors enthusiast includes famous Barbour waxed cotton coats from England; Orvis-made Battenkill sporting luggage; the original Orvis Dog's Nest; and the legendary Snakeproof Boots made by the Orvis-owned Gokey Company, whose origins also date back to the mid-19th century.

The new store will offer a wide range of services for outdoor enthusiasts, including free "how to" seminars; fly-fishing schools; guided fly-fishing trips; and outfitting service.

"We like to emphasize our full-service approach," said Senior Vice President-Retail, David Perkins. "It's an important feature that distinguishes us from other outdoor retailers who have lost their authenticity over the years. We want to provide everything the customer needs to enjoy their sport wherever they travel."

Customers seeking top-notch sporting vacations will be aided by a special interactive kiosk featuring Orvis-Endorsed lodges, guides, outfitters, and expeditions comma and the Orvis Travel program. Both programs offer the world's premiere collection of fly-fishing and wingshooting lodges located on world-class fisheries and hunting grounds.

Founded in 1856, Orvis is the nation's oldest mail order company. Orvis mails 40 million catalogs annually; operates a chain of 20 retail stores in the U.S. and England; and maintains a network of over 400 dealers worldwide. Orvis donates 5 percent of all pre-tax profits to conservation efforts and regularly invites customers to participate in matching grant challenges. In the last five years alone, Orvis has raised nearly $4 million for stream and habitat restoration efforts.