Simon Perkins has been appointed as the new president of Orvis, the leading American supplier and retailer of fly-fishing equipment, clothing and footwear. Starting immediately, he will take the place of Bill McLaughlin, who will work as an adviser during a transition period. Perkins is the son of Leigh Perkins, a former CEO of the family-owned company, and a grandson of Leigh H. Perkins, who bought the company in 1965. His father and another member of the Perkins family, David Perkins, are resigning as chairman and vice chairman of the company, while remaining on the board. They are being replaced by two passionate anglers and hunters, Marka Hansen and Roger Farah, respectively. Hansen was a former executive of The Gap and Banana Republic. Farah worked as a consultant and executive with Tiffany & Co., Tory Burch and Ralph Lauren. The new CEO spent 11 years as a hunting and fly fishing guide in Montana before he joined Orvis in January 2012 to oversee its e-comemrce activities. He was made chief operating officer in August 2018. Founded in 1856, The Orvis Company claims to have pioneered the mail order business in the U.S.