Midland Optical
Midland Optical is a wholesale prescription lens laboratory, founded in 1955 and owned by EssilorLuxottica, that processes progressive, single vision, and specialty lenses for 350+ eye care practices across Missouri and Illinois using digital surfacing and in-house AR coating.
- Company typePrivate
- Founded1955
- HeadquartersSt Louis, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Midland Optical does
Midland Optical is a wholesale prescription lens laboratory founded in 1955 and headquartered in St. Louis, Missouri, operating as a subsidiary of EssilorLuxottica. The company processes prescription lenses — including progressives, single vision, occupational/computer, and specialty lenses — for eye care professionals (optometrists, opticians, and optical practices) across Missouri and Illinois, supported by a 20-driver courier fleet delivering within a 150-mile radius on a reported 2.2-day in-house turnaround at volumes of 1,800+ prescription pairs per day and 2,700+ jobs per day across 350+ active customers.
Its manufacturing stack combines two digital surfacing lines for freeform (computer-aided design) lens production, an in-house anti-reflective (AR) coating room operating Satisloh and Leybold Optics AR coaters (including Crizal processing), and robotic edging equipment from Satisloh, Santinelli, MEI, National Optronics, and Essilor. The lab is an authorized distributor for Varilux, Kodak, Shamir, Eyezen, Crizal, Transitions, Xperio, and KBCO lens portfolios, and integrates with ECP-side electronic ordering platforms (VisionWeb, REMO, ParadEyes, Eyefinity) for prescription and frame-data transmission. In 2024, the lab added prescription order acceptance for Ray-Ban Meta smart glasses.
Midland Optical generates revenue on three primary streams: per-job processing fees for prescription lenses (transaction model), in-house AR coating and lens treatments (transactions), and managed-care/insurance reimbursement under contract laboratory status with VSP, EyeMed, VCP, VBA, Medicare, and Medicaid. Go-to-market is sales-led via regional field sales consultants and inside customer service, supported by recurring optician continuing-education classes (Dispensing 101/102, ABO Review) at $90 per class and loyalty/rewards programs (Essilor Preferred Rewards, PAIR50, Shamir RCVP, Practice Plus) that deepen practice stickiness.
Midland Optical firmographics
Firmographics- Name
- Midland Optical
- Legal name
- Midland Optical
- Website
- https://midlandoptical.com
- Company type
- Private
- Founded year
- 1955
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Midland Optical is a wholesale prescription lens laboratory, founded in 1955 and owned by EssilorLuxottica, that processes progressive, single vision, and specialty lenses for 350+ eye care practices across Missouri and Illinois using digital surfacing and in-house AR coating.
- Ownership category
- akta.pro rank
Midland Optical industry classification
Industry- Product category
- Wholesale Optical Lens Laboratory Services
- NAICS
- Ophthalmic Goods Manufacturing (339115), Ophthalmic Goods Merchant Wholesalers (423460)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD)
Keywords
Where Midland Optical is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Midland Optical business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Optical Lens Processing Services: Midland Optical operates as a wholesale optical lens laboratory, providing lens processing services to eye care professionals. Revenue is generated through processing fees for prescription lenses including progressive lenses, single vision, and specialty lenses.
- Insurance/Managed Care Contracts: The company is an authorized VSP, EyeMed, VCP, and VBA laboratory, processing lenses covered under vision insurance plans. They also accept Medicare and Medicaid state/government plans.
- Lens Treatments and Coatings: Revenue from in-house treatments including Crizal AR coatings, Xperio UV, and other lens treatments applied during the manufacturing process.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Dispensing 101 and 102 classes |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Midland Optical product offering
Product offeringCore offering
Midland Optical is a wholesale optical lens laboratory that processes prescription eyeglass lenses for eye care professionals (optometrists, opticians, and optical practices). The company operates two state-of-the-art digital surfacing centers, an in-house anti-reflective (AR) coating room, and robotic edging equipment to fabricate progressive, single vision, occupational, and specialty lenses from leading brands including Varilux, Kodak, Shamir, Eyezen, Xperio, Transitions, and Crizal. It also provides managed care insurance processing for VSP, EyeMed, VCP, VBA, Medicare, and Medicaid, with electronic ordering integration through REMO, VisionWeb, ParadEyes, and Eyefinity, and an in-house delivery fleet for regional courier service.
Product overview
Midland Optical is a wholesale optical lens laboratory offering a comprehensive portfolio of progressive lenses, single vision lenses, and lens treatments from leading brands including Varilux (XR Series, X Series, Physio, Comfort), Eyezen (Start, Plus, Kids), Kodak (Unique, Precise, Concise, SoftWear, Total Blue), and Shamir (Autograph Intelligence, Autograph, Workspace, Office, Spectrum). The company provides anti-reflective coatings (Crizal family including Sapphire HR, Prevencia, Rock, EasyPro, Easy, and Kids variants), polarized sun lenses (Xperio Polarized and Xperio UV), and light-adaptive lenses (Transitions Signature Gen 8, Xtractive, Style Colors, Style Mirrors). Supporting services include managed care insurance processing (VSP, Eyemed, VCP, VBA, Medicare, Medicaid), professional training programs (ABO Review, Dispensing 101 and 102), and rewards programs (Essilor Preferred Rewards, PAIR50, Shamir RCVP, Practice Plus). The lab operates with digital surfacing technology and electronic ordering integration with VisionWeb, REMO, ParadEyes, and Eyefinity systems.
Differentiator
Problem solved
Functional benefit
Products and services
- Varilux Progressive Lenses Line of progressive addition lenses (PALs) marketed under the Varilux brand, available in eye-responsive AI (XR Series), Xtend-enhanced, SynchronEyes-matched-pair, and Flex Optum configurations to provide smooth near-to-far transitions and reduced higher-order aberrations for presbyopic patients; sold to eye care professionals through Midland's authorized distributor relationship with Essilor.
- Eyezen Digital Lenses Digital lifestyle lenses designed to protect eyes from digital eye strain and keep eyes comfortable and relaxed during screen use, offered in three tiers covering entry-level, enhanced, and child-specific protection; for ECP patients exposed to digital devices.
- Kodak Lens Products Kodak-branded progressive, single vision, near-variable, and blue-filter lenses plus anti-reflective coatings distributed under license from Eastman Kodak for eye care practices seeking alternative premium lens options.
- Shamir Progressive and Occupational Lenses Comprehensive Shamir-branded progressive, single vision, occupational, and specialty lenses for ECPs seeking differentiated progressive designs, including AI-powered continuous lens design optimization, wrap sunwear options, and computer/office occupational lenses.
- Xperio Polarized Sun Lenses Premium polarized prescription sun lenses with superior visual performance and glare reduction, available in 40+ design and material combinations across Essilor, KBco, and Specialty Lens Corporation sources for ECP patients needing prescription sunwear.
- Xperio UV Sun Lenses Polarized prescription sun lenses providing UV, glare, scratch, smudge, dust, and water protection with an E-SPF 50+ UV protection index for ECP patients requiring high-UV-protection prescription sunglasses.
- Transitions Light Intelligent Lenses Light intelligent photochromic lenses that automatically adapt to changing light conditions, available in standard (Signature Gen 8), polarized (Xtractive Polarized), color (Style Colors), and mirror (Style Mirrors) variants for indoor-outdoor ECP patients.
- Crizal Anti-Reflective Coatings In-house anti-reflective lens coatings (Crizal family) applied at Midland's AR coating room covering scratch resistance, smudge resistance, blue-light filtering, UV protection, sun lens coating, and fog-repellent use cases for ECP-sold lenses.
- Computer Lenses Occupational progressive lenses optimizing intermediate zone vision for computer screen viewing, with three visual zones correcting near, intermediate, and distance vision in a single lens for ECP patients with computer-heavy occupations.
- Managed Care Insurance Processing Insurance provider integration services supporting VSP, EyeMed, VCP, VBA, Medicare, and Medicaid plans, providing in-network lab processing, billing, and guideline management assistance for ECPs serving insured vision patients.
- Ray-Ban Meta Smart Glasses RX Ordering Authorized prescription lens processing service for Ray-Ban Meta smart glasses with integrated camera and audio capabilities, allowing ECPs to order prescription-equipped Ray-Ban Meta eyewear through VisionWeb, EyeMed, or VSP ordering platforms.
- Optical Continuing Education Classes (ABO Review, Dispensing 101, Dispensing 102) Continuing education and certification preparation services consisting of the ABO Review Course series and Dispensing 101 and 102 classes, priced at $90 per class on a pay-as-you-go basis and held monthly at the St. Louis facility; for opticians seeking continuing education credits, ABO certification, or practice staff training.
- KBCO Lenses Specialty KBCO lens offering distributed through Midland Optical as part of its brand portfolio for eye care professionals seeking specialty lens designs.
Quantifiable outcome
- Ship over 2700 jobs per day
- +3 more outcomes
Companies that use Midland Optical
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Midland Optical technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature4 records
Midland Optical partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- EssilorLuxotticacoreMidland Optical is part of EssilorLuxottica, a global leader in the design, manufacture and distribution of ophthalmic lenses, frames and sunglasses. The company operates as part of the EssilorLuxottica network and sources products from Essilor brands including Varilux, Crizal, Transitions, Eyezen, and Xperio. Also sources from Kodak and Shamir through licensing agreements.
- VSPcoreMidland Optical is an authorized VSP contract laboratory, processing lenses covered under VSP vision insurance plans.
- EyeMedcoreMidland Optical is an authorized EyeMed contract laboratory, processing lenses covered under EyeMed vision insurance plans.
- VCP (Vision Care Plan)minorMidland Optical is an authorized VCP laboratory for vision care plan processing.
- VBA (Vision Benefits of America)minorMidland Optical is an authorized VBA laboratory for vision benefits processing.
- VariluxcoreMidland Optical is an authorized Varilux distributor with in-house digital lens processing for Varilux progressive lenses including Varilux XR Series, X Series, Physio, and Comfort lines.
- CrizalcoreIn-house Crizal AR processing for anti-reflective coatings including Crizal Sapphire HR, Prevencia, Rock, and EasyPro products.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Midland Optical competitors and assessment
Company assessmentDirect peers
- Walman Optical: Walman Optical is one of the largest independent wholesale optical laboratories in North America, providing prescription lens processing, digital surfacing, AR coating, and managed-care services to ECPs — directly comparable to Midland Optical's wholesale lab model and customer base.
- Cherry Optical Lab: Cherry Optical Lab is a wholesale optical laboratory providing prescription lens processing, digital surfacing, AR coating, and managed-care billing to eye care professionals — directly comparable in business model and product offering to Midland Optical.
- Eye Kraft Optical: Eye Kraft Optical is an independent Midwest-based wholesale optical laboratory offering prescription lens processing, digital progressives, and AR coating services to ECPs — overlapping with Midland's regional lab positioning and product mix.
- Diversified Ophthalmics: Diversified Ophthalmics operates a wholesale optical laboratory business alongside ophthalmic product distribution, providing lens processing services to ECPs in the Midwest — directly comparable to Midland Optical's wholesale lab operations.
Broad incumbents
- HOYA Vision Care: HOYA Vision Care is a global ophthalmic lens manufacturer that also operates regional wholesale laboratories processing premium progressive and freeform lenses for ECPs — comparable as a lens manufacturer/lab hybrid that competes with Midland's premium product portfolio.
- Carl Zeiss Vision (ZEISS): ZEISS Vision Care is a global manufacturer of ophthalmic lenses and operates a network of lens processing laboratories serving ECPs in the US — comparable to Midland in delivering premium branded lens products and digital surfacing services.
- Seiko Optical Products: Seiko Optical Products is a global ophthalmic lens manufacturer whose products (including freeform progressives) are processed and dispensed by US partner labs serving ECPs — comparable to Midland as a third-party-distributed premium lens brand network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Midland Optical social profiles
Digital presenceMidland Optical financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midland Optical leadership team
Management profileNumber of profiles
Profiles8 records
Midland Optical funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midland Optical 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 Midland Optical
What does Midland Optical do?
Midland Optical is a wholesale optical lens laboratory that processes prescription eyeglass lenses for eye care professionals (optometrists, opticians, and optical practices). The company operates two state-of-the-art digital surfacing centers, an in-house anti-reflective (AR) coating room, and robotic edging equipment to fabricate progressive, single vision, occupational, and specialty lenses from leading brands including Varilux, Kodak, Shamir, Eyezen, Xperio, Transitions, and Crizal. It also provides managed care insurance processing for VSP, EyeMed, VCP, VBA, Medicare, and Medicaid, with electronic ordering integration through REMO, VisionWeb, ParadEyes, and Eyefinity, and an in-house delivery fleet for regional courier service.
Is Midland Optical a public or private company?
Midland Optical is a private company. It is classified as corporate owned and is currently operating.
When was Midland Optical founded?
Midland Optical was founded in 1955. It employs 51 to 100 people.
Where is Midland Optical based?
Midland Optical is headquartered in St Louis, United States, in the North America region.
How does Midland Optical make money?
Three revenue lines are on record. Optical Lens Processing Services are the primary driver. The others are insurance/Managed Care Contracts and lens Treatments and Coatings.
Who are Midland Optical's main competitors?
Direct peers on record are Walman Optical, Cherry Optical Lab, Eye Kraft Optical and Diversified Ophthalmics. Broad incumbents are HOYA Vision Care, Carl Zeiss Vision (ZEISS) and Seiko Optical Products.
Does Midland Optical have an API?
No public API is recorded for Midland Optical.
What industry is Midland Optical in?
Midland Optical's product category is Wholesale Optical Lens Laboratory Services. 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.