Orvis to buy Scientific Anglers and Ross Reels
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The Orvis Company has stunned the fly fishing world with the announcement that it is to acquire Scientific Anglers and Ross Reels from its American owner, 3M and revealed its intention to make them the top brands in their field.
Terms of the deal have not been disclosed, but the transaction is expected to be completed in the second quarter of the financial year. Jim Lepage will leave his role as Vice President of Rod & Tackle at Orvis to become President of SA and Ross.
David Perkins, Orvis Executive Vice Chairman said:” We think both businesses have incredible opportunities to drive fly fishing innovation well into the future. Jim Lepage will move to our headquarters in Midland, MI, and from there he will be dedicated to running both SA and Ross.
“He and the excellent teams already in place will build these strong brands for the future. Neither consumers nor the trade will likely notice much of a difference in the branding of these two businesses under Orvis ownership.
“What they will notice is renewed marketing energy, well-supported sales and service staff and an even higher level of new product innovation.”
Orvis will run the SA brand from Midland, while Ross will continue to operate in Montrose, Colorado.
Lepage told the Fish & Fly website: “Our goal is for SA to be the world leader in fly lines, leaders and tippets and for Ross to be the leading innovator in American-made fishing reels. We plan to maintain strong investment in R&D at both businesses and we intend to bolster their sales and distribution resources here in the US and build both brands internationally.”
• Don’t miss exclusive reaction to the Orvis takeover in the June issue of Angling International.