The Ross Reel Sale

Ya know, I totally missed this. I’m not sure how that happened. I knew Ross and S.A. were sold to Orvis and I thought it made pretty good sense. Orvis has struggled to convince many anglers that they are an every-man company, suffering from a stodgy image (undeservedly, in my opinion). Another way of looking at their problem would be to say that guys aren’t putting Orvis stickers on their Yeti coolers.

Ross, now Ross is an every-man brand and you actually do see Ross stickers on Yetis every now and again. Ross could bring some of that Yetiness to Orvis and that would seem to be a pretty good pickup.

Then, when I wasn’t paying any attention, Orvis turned around and sold Ross (while keeping S.A.) to the Mayfly group (which also owns Abel).

Ross used to be very strong on the Made in the USA theme and Abel is as well. Ross is mid-market price-wise and Abel is way, way, way at the top. The two do compliment one another, so that is nice, but I’m still scratching my head over the Orvis purchase and then sale of Ross. I guess they didn’t have a plan to keep Ross from the start. You can’t say they gave it a shot in just a few months.

I’ll be interested to see what comes of the Ross brand. I hope it continues to make reels in the US and I hope they reclaim their place on your Yeti.

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2 comments

  1. Eric English

    Maybe Orvis will buy Yeti and rotomold their name right on the front!

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