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Orvis Names Reenie Benziger Chief Product Officer

Outdoor retailer expands its executive leadership team with the appointment of first chief product officer


MANCHESTER, Vt. (Dec. 21, 2020) —Orvis, the family-owned and operated outdoor retailer that specializes in fly fishing gear, dog products and active lifestyle apparel, announces today that Reenie Benziger has been named chief product officer, effective January 11, 2021. In this new position, Benziger will provide executive oversight for all product related functions to further Orvis’ leadership across all product categories.

“Reenie brings to Orvis impressive leadership experience from some of the world’s best product-led retailers,” says Orvis President Simon Perkins. “We have a very strong team in place that has given us great momentum over the last few years. Adding Reenie’s perspective and knowledge positions us to write a really exciting next chapter in our long-held commitment to building the best products for our customers. Her deep experience in merchandising, innovative tech design and consumer-centric product strategy will help shape and strengthen our future product offering and spearhead Orvis’ continued growth and leadership in the outdoor industry.”

Prior to Orvis, Benziger served as the vice president of global apparel at Nike, where she led the brand to discover new opportunities in the global active lifestyle apparel market. Benziger brings over 20 years of executive and senior leadership experience in the apparel industry, and has served in various leadership roles at Nike, Pac Sun and Gap throughout her career.

In her new role, Benziger will oversee merchandise strategy in all product categories, focusing significantly on Men’s and Women’s apparel. Additionally, she will also lead the collaboration between the product design, development, sourcing and planning teams, providing support as Orvis continues to develop technical and innovative consumer-centric products. As consumers continue to demand more overlap between versatile sportswear and tech apparel, Benziger will play a large role in identifying growth opportunities for Orvis’ active lifestyle business and sustainable product solutions.

“Orvis has a deep history of developing consumer trust through thoughtful product design and impactful brand experience,” says Reenie Benziger. “I am excited to collaborate with the talented brand leaders and product teams to drive the brand forward while also identifying new opportunities to spread Orvis’ passion of protecting nature and cultivating positive outdoor experiences for its consumers.”

For more information, please direct Orvis media inquiries to Account Manager Madeline Fones at madeline.fones@rygr.us, or General Manager Brian Holcombe at brian.holcombe@rygr.us.

About The Orvis Company: Founded in 1856, we believe the most meaningful experiences are created by sharing the love of nature and being inspired by its endless possibilities. Orvis pioneered the mail order industry in the United States, operates more than 80 retail stores in the U.S and the U.K., and maintains a network of over 400 dealers worldwide as a trusted source of discovery and adventure in the natural world. We promise to open the door to extraordinary outdoor experiences, and to protect nature by committing 5% of our pretax profits each year to conservation efforts worldwide. www.orvis.com

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