Hilco Vision
Hilco Vision is a privately held B2B optical and eye care products distributor founded in 1956, serving optometrists, ophthalmologists, optical retailers, and safety eyewear buyers across the US, UK, Australia, France, New Zealand, and Canada via a multi-brand portfolio and NABP-accredited pharmaceutical distribution.
- Company typePrivate
- Founded1956
- HeadquartersPlainville, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hilco Vision does
Hilco Vision is a privately held, B2B optical and eye care products distributor and brand owner founded in 1956, operating as a subsidiary of The Hilsinger Company. The company distributes a 300+ page catalog of products spanning dry eye and ocular surface care, lab and dispensing equipment, eyewear and accessories (including safety and sun protection), lens care products, ophthalmic pharmaceuticals, eye exam and surgical supplies, and custom private-label goods. It serves eye care professionals (optometrists, ophthalmologists, optical retailers, and lens finishing labs) plus industrial and workplace safety buyers, through field sales, inside sales via phone/fax, e-commerce on its own storefront at hilcovision.com, and participation in major trade shows (Vision Expo, ASCRS, AAOptometry, ESCRS). The company also holds NABP Drug Distributor accreditation and operates FDA-compliant pharmaceutical cold chain logistics, signaling meaningful infrastructure investment beyond commodity distribution.
The business operates a multi-brand portfolio built through a sustained acquisition program of roughly 11 deals between 2015 and 2021, including major assets such as Bruder Healthcare (dry eye), M&S Technologies (vision testing diagnostics), Croakies (eyewear retainers and water sports), Optiplus (lens care), and Simovision. Sub-brands include Bruder, OnGuard (prescription safety eyewear, including Made in USA frames), Croakies, M&S Technologies, Jonathan Paul Fitovers, Nerdwax, OptiPlus, SeeGreen, ErgoProfile, ErgoPro, Ndemex, and Leader. The most recent product launch (Ndemex Revitalizing Eye Serum, March 2026) reflects a move into branded ophthalmic therapeutics using patented nanolipidic particle technology.
Hilco Vision generates revenue predominantly through wholesale product sales (hardware_sales) with additional private-label and custom-branded revenue (licensing/royalties stream). Pricing is not publicly disclosed and requires account registration; commercial terms include Net 30 payment terms with a 1% late fee, automatic volume discounts, and separate cold-chain shipping charges (2-Day $22.50, Overnight $45.00 per order effective June 1, 2026, plus $4.50 handling). The company has regional headquarters in the United States (Mansfield, MA), United Kingdom (Hawes, North Yorkshire), and Australia (Lonsdale, South Australia), with additional offices in Plainville, MA (machine repair), Fairfield, OH (distribution), Espoey, France, and operating reach into New Zealand and Canada. Leadership comprises CEO Ross Brownlee and CFO Paul Janell. The company has no publicly disclosed funding rounds since a 2004 $60M investment from American Capital and is funded through operational revenue and corporate financing arrangements within the Hilsinger parent group.
Hilco Vision firmographics
Firmographics- Name
- Hilco Vision
- Legal name
- Hilco Vision
- Website
- https://hilcovision.com
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Hilco Vision is a privately held B2B optical and eye care products distributor founded in 1956, serving optometrists, ophthalmologists, optical retailers, and safety eyewear buyers across the US, UK, Australia, France, New Zealand, and Canada via a multi-brand portfolio and NABP-accredited pharmaceutical distribution.
- Ownership category
- akta.pro rank
Hilco Vision industry classification
Industry- Product category
- Optical Wholesale Distribution
- NAICS
- Ophthalmic Goods Merchant Wholesalers (42346), Ophthalmic Goods Merchant Wholesalers (423460)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)
- akta.pro secondary industry
- Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE)
Keywords
Where Hilco Vision is headquartered
LocationHeadquarters
- HQ city
- Plainville
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Hilco Vision business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Optical Products Wholesale: Hilco Vision generates revenue through wholesale distribution of optical and eye care products to eye care professionals including optometrists, ophthalmologists, optical retailers, and medical practices. Products include lens care, lab equipment, eyewear accessories, ophthalmic pharmaceuticals, exam supplies, and custom products.
- Ophthalmic Pharmaceuticals: Sale of prescription and OTC ophthalmic pharmaceuticals requiring State Medical License documentation. Includes refrigerated products with specialized shipping requirements.
- Custom/Branded Products: Custom-branded lens cleaners and promotional products with 4-week guaranteed delivery. Private label opportunities for optical retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Standard wholesale pricing for eye care professionals |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Hilco Vision product offering
Product offeringCore offering
Hilco Vision is a wholesale B2B distributor that supplies eye care professionals with a comprehensive catalog of optical products, including dry eye treatments, lab and dispensing equipment, eyewear and accessories, lens care products, ophthalmic pharmaceuticals, and eye exam and surgical supplies. It operates through a proprietary e-commerce platform and direct sales force serving licensed optometrists, ophthalmologists, optical retailers, and labs in the US, UK, France, Australia, and New Zealand. The portfolio is anchored by established sub-brands such as Bruder, OnGuard, Croakies, M&S Technologies, Jonathan Paul Fitovers, Nerdwax, OptiPlus, SeeGreen, ErgoProfile, and Ndemex.
Product overview
Hilco Vision is an optical and eye care products company that operates as a diversified portfolio of products rather than a single unified platform. The company offers a comprehensive range spanning multiple categories: Dry Eye Products (including Bruder-branded ocular surface solutions, diagnostic devices, and punctal plugs), Lab & Dispensing Equipment (ErgoProfile ergonomic tools, machines, eyeglass parts), Eyewear & Accessories (sun protection, safety glasses under OnGuard, swimming goggles under Croakies, Nerdwax, reading glasses), Lens Care Products (OptiPlus and SeeGreen branded cleaners, cloths, kits), Ophthalmic Pharmaceuticals (prescription medications across multiple categories), Eye Exam & Surgical supplies, and Custom Products for practice branding. Key sub-brands include Bruder (dry eye), OnGuard (safety eyewear), Croakies (swimming), M&S Technologies (vision testing), and Nerdwax (eyewear accessories). The company has been in operation since 1956 and serves eye care professionals through multiple distribution channels.
Differentiator
Problem solved
Functional benefit
Brands
- Bruder: Dry eye and ocular surface care products, including the Dry Eye Drink and therapy masks
- OnGuard
- Croakies
- M&S Technologies
- Jonathan Paul Fitovers
- Nerdwax
- OptiPlus
- SeeGreen
- ErgoProfile
- ErgoPro
- Ndemex
- Leader
Products and services
- Dry Eye Products
Companies that use Hilco Vision
Customer profileSegments3 records
Ideal customer profiles3 records
Hilco Vision technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Hilco Vision partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Hilco Vision competitors and assessment
Company assessmentBroad incumbents
- Alcon: One of the largest dedicated eye care companies worldwide, offering surgical, pharmaceutical, and vision care products — overlaps with Hilco Vision in ophthalmic pharmaceuticals, surgical supplies, and contact lens solutions sold through eye care professional channels.
- Johnson & Johnson Vision: Division of J&J serving eye care professionals with contact lenses, surgical equipment, and ocular surface products — directly comparable to Hilco Vision in distribution of lens care, contact lens solutions, and ophthalmic surgical supplies to ECPs.
- McKesson Medical-Surgical: Large pharmaceutical and medical-surgical distributor — overlaps with Hilco Vision in NABP-accredited pharmaceutical distribution to clinical and ophthalmic customers, though Hilco specializes more narrowly in eye care.
- CooperVision: Major contact lens manufacturer that distributes through ECPs alongside lens care solutions — directly comparable to Hilco Vision's contact lens solution offerings and ECP channel strategy.
- Bausch + Lomb: Global ophthalmic health company with broad portfolio across contact lenses, lens care, ophthalmic pharmaceuticals, and surgical devices — competes with Hilco Vision in lens care products, ophthalmic pharmaceuticals, and surgical supplies distributed to ECPs.
- Carl Zeiss Meditec: Provider of ophthalmic diagnostic and surgical equipment (slit lamps, OCT, lasers) — overlaps with Hilco Vision's M&S Technologies vision testing line and broader eye exam/surgical supply portfolio.
- Hoya Vision Care: Global lens and optical products company with strong ECP distribution channel — competes with Hilco Vision in lens-related lab equipment, edging supplies, and eyeglass parts sold to optical retailers and labs.
Direct peers
- Topcon Healthcare: Provider of ophthalmic diagnostic equipment, imaging, and practice management solutions — comparable to Hilco Vision's M&S Technologies line in vision testing and diagnostic devices sold to ECPs.
- Halma plc (Keeler, Volk): Group of ophthalmic instrument and diagnostic brands including Keeler and Volk — direct peer to M&S Technologies within Hilco Vision, competing in vision testing and diagnostic equipment sold to optometrists and ophthalmologists.
- Reliance Medical: Distributor of optical and ophthalmic supplies and instruments to eye care professionals — closely comparable to Hilco Vision's B2B distribution model and product breadth in lab supplies and diagnostic tools.
Market position
Strengths3 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hilco Vision social profiles
Digital presenceHilco Vision compliance and trust
Trust signalCompliance2 records
Hilco Vision financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hilco Vision leadership team
Management profileNumber of profiles
Profiles2 records
Hilco Vision funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hilco Vision M&A and investment
M&A and investmentM&A11 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hilco Vision
What does Hilco Vision do?
Hilco Vision is a wholesale B2B distributor that supplies eye care professionals with a comprehensive catalog of optical products, including dry eye treatments, lab and dispensing equipment, eyewear and accessories, lens care products, ophthalmic pharmaceuticals, and eye exam and surgical supplies. It operates through a proprietary e-commerce platform and direct sales force serving licensed optometrists, ophthalmologists, optical retailers, and labs in the US, UK, France, Australia, and New Zealand. The portfolio is anchored by established sub-brands such as Bruder, OnGuard, Croakies, M&S Technologies, Jonathan Paul Fitovers, Nerdwax, OptiPlus, SeeGreen, ErgoProfile, and Ndemex.
Is Hilco Vision a public or private company?
Hilco Vision is a private company. It is classified as corporate owned and is currently operating.
When was Hilco Vision founded?
Hilco Vision was founded in 1956. It employs 251 to 500 people.
Where is Hilco Vision based?
Hilco Vision is headquartered in Plainville, United States, in the North America region.
How does Hilco Vision make money?
Three revenue lines are on record. Optical Products Wholesale is the primary driver. The others are ophthalmic Pharmaceuticals and custom/Branded Products.
Who are Hilco Vision's main competitors?
Broad incumbents on record are Alcon, Johnson & Johnson Vision, McKesson Medical-Surgical, CooperVision, Bausch + Lomb, Carl Zeiss Meditec and Hoya Vision Care. Direct peers are Topcon Healthcare, Halma plc (Keeler, Volk) and Reliance Medical.
Does Hilco Vision have an API?
No public API is recorded for Hilco Vision.
What industry is Hilco Vision in?
Hilco Vision's product category is Optical Wholesale Distribution. Its primary akta.pro industry code is HLAHAJAD, Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment), with a secondary code of HLAHAJAE, Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions). Its NAICS code is 42346 and its SIC code is 3851.