Carla Feely, former head of merchandising at the direct-to-consumer clothing brand Quince, has been named chief product officer at Orvis, the outdoor lifestyle retailer and leader in fly-fishing and wingshooting gear, dog products and apparel. In her new role, Feely will oversee the next chapter of Orvis’ commitment to product excellence and provide executive oversight for all product-related functions.
“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,” said Orvis President Simon Perkins. “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.”
Feely’s career path has included leadership roles at well-known brands such as Gap, Levi’s, Swarovski, Gymboree and, most recently, Quince, where she led product teams across men’s, women’s, kids, home, accessories, footwear and fine jewelry categories.
At Orvis, Feely will oversee merchandise strategy and execution across all product categories. Her work in the apparel category will also focus on fiber and fabric innovation, renewable resources and manufacturing practices that will help Orvis reach its sustainability goals.
“For over 160 years, Orvis has been inspiring so many to discover and pursue life in the outdoors,” Feely said. “I am excited and honored to join such a talented group of people who are committed to their customers, their products and to inspiring a multigenerational love of nature.”