Since 1986 we have been and remain an American Owned, Veteran Owned, Family owned and operated business of hard-working folks located here in south central Wisconsin.
Dan and Margie Hamilton, the original and current owners, moved to Middleton, WI in 1986 and started a small outdoor retail store. The business was started on the belief that if you focused on the customers and helped them achieve their goals with fast, friendly, personalized service that the bottom line would take care of itself. The business grew and evolved over time and in 2002 Vortex Optics was established. Starting with Dan and Margie and now over 200 American team members strong, we work diligently day in and day out to give you the best products and service in the optics industry.