THE LATEST NEWS and advice on fly fishing, fly fishing gear, fly fishing trips, and fly fishing books and media.ORVIS: "All Caps"
Roanoke (Virginia) Times columnist Richard Formato has an interesting take on the Orvis dynasty, which he describes as mostly the result of smart retailing moves. "Like it or not, Orvis is an institution in the fly-fishing industry. They are a well-capitalized retailer with fly shops in the best real estate locations all over the United States and Orvis was smart to realize that a broad assortment in sporting apparel and home furnishings was good for earnings."
