Cherry Optical Lab
Cherry Optical Lab is a family-owned, independent wholesale optical laboratory in Green Bay, Wisconsin, founded in 1999, that manufactures custom ophthalmic lenses — including premium progressives, photochromics, AR coatings, and specialty lenses — for independent Eye Care Professionals across the United States.
- Company typePrivate
- Founded1999
- HeadquartersGreen Bay, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Cherry Optical Lab does
Cherry Optical Lab is a family-owned, independent wholesale optical laboratory founded in 1999 by Joe and Lynn Cherry in Green Bay, Wisconsin, and now led by President Adam Cherry. The company manufactures custom ophthalmic lenses for independent Eye Care Professionals (ECPs) — optometrists, opticians, and ophthalmologists operating independent practices — through a 32,900+ sq. ft. campus running 24 hours a day, five-plus days a week with a team that has grown past 200 members, with 100+ positions added since 2024.
The company's core technology stack centers on digital freeform surfacing using the Schneider MODULO Line (CCU, HSC XTS, CCP S, DBA, CCL, and HSE QS systems), on-site anti-reflective and mirror coating using Essilor D645, Satisloh 1200 DLX2, and Leybold Boxer chambers, MEI automation for edging, and a Keyence VXH-X1 digital microscope (2,500x magnification) for inspection. Product offerings include premium progressive lenses (Varilux XR Series and Varilux S Series), photochromic lenses (Transitions Gen S, Transitions XTRActive Polarized), proprietary AR coatings (Crizal Rock, Crizal Sapphire 360 UV), specialty materials (Tribrid, Smart Blue Filter), and clinically validated specialty lenses (Avulux for migraines, Shaw binocular lenses, Horizons Optical's ThinMax, mimesys, and IOT CamberPure). The company holds certified lab status with premium frame brands including LINDBERG, Götti Switzerland, Silhouette, Tom Davies, Rolf, and Swissflex.
Revenue is generated through wholesale transaction-fee lens manufacturing on a quote-based pricing model with transparent online catalogs, end-of-month and multi-pair discounts, and complimentary Rx orders. The go-to-market combines a nationwide field sales force of territory-based Sales Consultants, an inside sales and Customer Care team of 39 distributed across time zones, a dedicated Kickoff Team for new account onboarding, and multi-channel ordering via SpecCheck, DVI/Rx Wizard, Vision Web, phone, email, Slack, and the upcoming Happy Human Hub portal launching May 2026. Distribution is anchored by Cherry's equity stake in Global Optics, Inc., located 4.2 miles from its Green Bay facility, providing access to the nation's largest lens inventory and enabling 99%+ same-day fulfillment for orders shipping to 47 states. The company's competitive identity rests on the industry's first Truly Unlimited No-Fault Warranty Policy (introduced 2014, expanded 2016 and 2021), American-based manufacturing, ABO-certified craftspeople, and a customer-experience brand built around the "Happy Human" culture.
Cherry Optical Lab firmographics
Firmographics- Name
- Cherry Optical Lab
- Legal name
- Cherry Optical Lab
- Website
- https://cherryopticallab.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Cherry Optical Lab is a family-owned, independent wholesale optical laboratory in Green Bay, Wisconsin, founded in 1999, that manufactures custom ophthalmic lenses — including premium progressives, photochromics, AR coatings, and specialty lenses — for independent Eye Care Professionals across the United States.
- Ownership category
- akta.pro rank
Cherry Optical Lab industry classification
Industry- Product category
- Optical Lens Manufacturing
- NAICS
- Ophthalmic Goods Manufacturing (339115)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)
Keywords
Where Cherry Optical Lab is headquartered
LocationHeadquarters
- HQ city
- Green Bay
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cherry Optical Lab business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Optical Lens Manufacturing Services: Wholesale optical laboratory providing custom lens manufacturing, surfacing, coating, and finishing services to independent Eye Care Professionals. Services include digital freeform lenses, progressive lenses, AR coatings, custom tints, and specialty lens products.
- Specialty Lens Products: Production and distribution of specialty lenses including Varilux XR Series, Transitions photochromic lenses, Tribrid material, Smart Blue Filter lenses, Crizal coatings, and proprietary products like Avulux, Shaw, mimesys, Colorboost, and Theralens.
- Frame Brand Certifications & Authorized Services: Certified laboratory services for premium frame brands including LINDBERG, Götti, Silhouette, Tom Davies, Rolf, and Swissflex, providing specialized glazing and finishing for these brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Optical Lab Technician Entry Level |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Cherry Optical Lab product offering
Product offeringCore offering
Cherry Optical Lab is an independent wholesale optical laboratory that manufactures custom prescription lenses for independent Eye Care Professionals. The Green Bay, WI facility produces progressive, photochromic, anti-reflective coated, and specialty lenses using digital freeform surfacing, AR and mirror coating, edging, and advanced inspection. The lab also distributes proprietary and partner specialty lens brands (Avulux, Shaw, mimesys, IOT CamberPure) and provides certified glazing services for premium frame brands.
Product overview
Cherry Optical Lab is an independent wholesale optical laboratory offering a comprehensive suite of lens manufacturing and finishing services to Eye Care Professionals. The core product portfolio centers on progressive lenses (Varilux XR Series, Varilux S Series) and photochromic lenses (Transitions Gen S, Transitions XTRActive Polarized), supported by proprietary anti-reflective coatings (Crizal Rock, Crizal Sapphire 360 UV) and specialty materials (Tribrid, Smart Blue Filter). The company distributes specialty lenses including Avulux migraine lenses, Shaw binocular lenses, and Horizons Optical products (ThinMax, IOT CamberPure, mimesys). Services include custom tinting and mirror coatings, backed by the industry-first Truly Unlimited No-Fault Warranty. Customers access the platform through the Happy Human Hub portal and various ordering tools. The company holds certifications from premium frame brands including LINDBERG, Götti Switzerland, Silhouette, Swissflex, Rolf, and Tom Davies.
Differentiator
Problem solved
Functional benefit
Products and services
- Varilux XR Series EssilorLuxottica's most advanced progressive lens technology, produced on-site as the first Independent Lab in the US. Includes Varilux XR and Varilux XR Track variants for independent Eye Care Professionals.
- Varilux S Series Premium progressive lenses using Nanoptix Technology to eliminate off-balance feeling, SynchronEyes Technology for clearer vision, and 4D Technology with dominant eye measurement, produced in Trivex material.
- Transitions Gen S Photochromic lenses achieving sunglasses darkness in 25 seconds with 2x faster fadeback, available in 8 colors including new Ruby Transitions.
- Transitions XTRActive Polarized Photochromic polarized lenses starting clear indoors, darkening moderately in car, and achieving extra darkness with up to 90% polarization efficiency outdoors.
- Crizal Rock On-site anti-reflective coating with enhanced scratch resistance, replacing the previous Crizal Avance product and auto-upgrading Avance orders.
- Crizal Sapphire 360 UV Coating Multi-Angular Technology anti-reflective coating reducing reflections from all directions, with enhanced UV protection and safer nighttime driving.
- Smart Blue Filter Blue light protection technology embedded in clear lenses, available across all materials including 1.74 ultra-thin index.
- Premium Tribrid Lens Material Premium performance lens material combining 1.60 index thinness, 5x impact resistance, ABBE 41 optical quality, and lightweight 1.23 g/cm specific gravity.
- Avulux Migraine & Light Sensitivity Lenses Clinically proven lens for people living with migraine and light sensitivity using patented light-filtering technology, distributed by Cherry Optical Lab to Eye Care Professionals.
- Shaw Lens Patented binocular spectacle lens system using unique eye rotation modeling to reduce or eliminate distortion in eyeglasses, produced in the USA by Cherry Optical Lab.
- Horizons Optical Products (ThinMax, mimesys) Progressive lens surfaces and retail solutions from Horizons Optical, including ThinMax lenses and mimesys gaze dynamics technology using virtual reality and AI, offered in the US through Cherry Optical Lab.
- IOT CamberPure Lens Next-generation progressive lens technology from IOT, offered through Cherry Optical Lab's partnership with Horizons Optical.
- Truly Unlimited No-Fault Warranty Policy Industry-first warranty policy with no limits, restrictions, or fine print, replacing lenses at no charge regardless of when made or who originally manufactured them, backed by Cherry Optical Lab.
- Happy Human Hub Exclusive online customer portal where the price catalog lives and customers access tools, resources, and account management features.
- Custom Tinting & Mirror Coatings On-site custom tinting services using Turbo 2 Tinters from BPI with water distillation and filtration systems, plus custom mirror coatings using Satisloh equipment.
- Pioneering Kickoff Team Onboarding Dedicated onboarding service for new accounts that provides customized support, reviews of tools and ordering platforms, and early expectation setting to build long-term customer relationships.
Quantifiable outcome
- 99.5% success rate in Backside Coating department
- +3 more outcomes
Companies that use Cherry Optical Lab
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Cherry Optical Lab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Cherry Optical Lab partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- SatislohcoreEquipment partnership for Satisloh 1200 DLX2 AR coaters as part of major expansion. Two additional coaters being installed to nearly double coating capacity.
- EssilorLuxotticacoreFirst Independent Lab enabled to process Varilux XR Series lenses on-site in the US. Extensive enablement and certification process with EssilorLuxottica IDD Team support.
- Horizons OpticalcoreStrategic partnership with Horizons Optical, an ophthalmic technology company based in Barcelona, Spain. Provides access to ThinMax lenses, mimesys (patented gaze dynamics technology using virtual technology and AI), and other innovative optical solutions for the US market.
- BrillenEyesminorPartnership with BrillenEyes, a luxury European eyewear distributor and manufacturer. Cherry provides lens services for BrillenEyes' complementary product lines including ELLA&MAXX, Dutz and Dutz Kidz, Reykjavik Eyes Black Label, and Roy Robson.
- AvuluxminorCherry Optical Lab is now a distributor of Avulux Migraine & Light Sensitivity Lenses. Avulux offers the world's only clinically proven lens for people living with migraine and light sensitivity, providing non-medication solutions through eye care professionals.
- DEVCO ServicesminorSustainability partnership for recycling swarf (lens manufacturing waste). DEVCO repurposes compacted swarf into plastic decks, benches, and other products. Cherry collects swarf in gaylords and ships to DEVCO for recycling.
- Götti SwitzerlandcoreGötti Switzerland Authorized Laboratory for Dimension and Perspective collections. Swiss-made eyewear with 3D printing technology and precision manufacturing.
- Shaw Lens Inc.coreStrategic partnership for producing Shaw Vision lenses in the USA. Shaw Lens uses a patented method to model eye rotation and predict distortions, designing lenses that reduce or eliminate distortion. Cherry is their go-to lab in the US with 9+ years of Shaw lens production experience.
- Schneider Optical MachinescoreContinued partnership with Schneider Optical Machines for MODULO Line manufacturing system including surfacing, polishing, blocking, and finishing equipment. Equipment enables digital freeform lens production with near-triple jobs-per-hour capability.
- EssilorcorePartnership with Essilor for AR coating technology including D645 Dip-Coating line and Crizal coating products. Cherry remains 100% independently-owned while producing current and future versions of Crizal ARs.
- Bayland Buildings Inc.minorDesign-build general contractor selected for 26,900 sq. ft. addition and remodel. 100% employee-owned commercial general contractor founded in 1991, recognized as one of the most respected building firms in Wisconsin.
- LINDBERGcoreLINDBERG Certified Laboratory status, providing high-quality service based on technical expertise necessary to handle LINDBERG frames. Recertification completed in 2024.
- Global Optics, Inc.coreCherry Optical Lab is a shareholder of Global Optics, Inc., located 4.2 miles from their facility in Green Bay, WI. This partnership provides access to the nation's largest lens inventory with same-day fulfillment for over 99% of orders. Global Optics ships to 47 states from their 34,000 sq. ft. distribution center.
Scale indicators7 records
Recent moves13 records
Expansion highlights6 records
Cherry Optical Lab competitors and assessment
Company assessmentDirect peers
- Walman Optical: Walman is one of the largest US independent wholesale optical laboratories, offering lens surfacing, finishing, and coating to ECPs nationwide. Like Cherry, Walman competes on service quality, turnaround time, and independent-channel positioning.
- US Optical: US Optical is an independent US wholesale optical lab providing digital surfacing, finishing, and coatings to independent ECPs. It is a direct comparable to Cherry in business model, customer base, and product mix.
- Optical Prescription Lab (OPL): OPL is a wholesale optical laboratory serving independent ECPs with lens manufacturing and finishing. Comparable to Cherry as a mid-sized independent lab competing on service and turnaround.
- FEA Industries / iCoat: iCoat (part of FEA Industries) provides AR coatings, lens finishing, and lab services to optical labs and ECPs. Overlaps with Cherry in AR coating capabilities and lens finishing services.
Broad incumbents
- VSP Optics / VSP Labs: VSP operates in-house optical labs serving its owned vision-plan network of ECPs. While vertically tied to VSP, it competes with Cherry for premium lens manufacturing volumes among US ECPs.
- Hoya Vision Care: Hoya manufactures ophthalmic lenses and operates lab services globally, serving ECPs and retail chains. It is comparable to Cherry as a lens manufacturer/lab operator, though at significantly larger scale and with broader geographic reach.
- Carl Zeiss Vision: Carl Zeiss Vision designs and supplies premium ophthalmic lenses and coatings, with US lab operations serving ECPs. Overlaps with Cherry in premium progressive lens and AR coating categories.
- Essilor (EssilorLuxottica): Essilor is the world's largest ophthalmic lens manufacturer and operates captive labs (now part of EssilorLuxottica). It is both Cherry's largest product supplier and a competitor through captive lab channels and LensCrafters/retail integrations.
Others
- Safilo: Safilo is a global eyewear manufacturer focused on premium and licensed frames. While not a direct lab competitor, it overlaps with Cherry through the premium eyewear value chain and licensed-brand distribution.
Regional players
- National Vision Holdings: National Vision operates large optical retail chains (America's Best, Eyeglass World) with in-house lab capabilities. It is a downstream peer — competing with Cherry's ECP customers for end-consumer vision care spend.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cherry Optical Lab social profiles
Digital presenceCherry Optical Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cherry Optical Lab leadership team
Management profileNumber of profiles
Profiles3 records
Cherry Optical Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cherry Optical Lab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cherry Optical Lab
What does Cherry Optical Lab do?
Cherry Optical Lab is an independent wholesale optical laboratory that manufactures custom prescription lenses for independent Eye Care Professionals. The Green Bay, WI facility produces progressive, photochromic, anti-reflective coated, and specialty lenses using digital freeform surfacing, AR and mirror coating, edging, and advanced inspection. The lab also distributes proprietary and partner specialty lens brands (Avulux, Shaw, mimesys, IOT CamberPure) and provides certified glazing services for premium frame brands.
Is Cherry Optical Lab a public or private company?
Cherry Optical Lab is a private company. It is classified as family owned and is currently operating.
When was Cherry Optical Lab founded?
Cherry Optical Lab was founded in 1999. It employs 51 to 100 people.
Where is Cherry Optical Lab based?
Cherry Optical Lab is headquartered in Green Bay, United States, in the North America region.
How does Cherry Optical Lab make money?
Three revenue lines are on record. Optical Lens Manufacturing Services are the primary driver. The others are specialty Lens Products and frame Brand Certifications & Authorized Services.
Who are Cherry Optical Lab's main competitors?
Direct peers on record are Walman Optical, US Optical, Optical Prescription Lab (OPL) and FEA Industries / iCoat. Broad incumbents are VSP Optics / VSP Labs, Hoya Vision Care, Carl Zeiss Vision and Essilor (EssilorLuxottica). Safilo is listed as an others. National Vision Holdings is listed as a regional player.
Does Cherry Optical Lab have an API?
No public API is recorded for Cherry Optical Lab.
What industry is Cherry Optical Lab in?
Cherry Optical Lab's product category is Optical Lens Manufacturing. Its primary akta.pro industry code is HLAHAJAD, Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment). Its NAICS code is 339115 and its SIC code is 3851.