Wisconsin Vision, Heartland Vision and Eye Boutique operate 39 retail optical goods and services locations in WI, IL and IN and are headquartered in New Berlin, WI. It is our purpose to make your everyday life better by providing quality eye wear and eye care through every stage of your life. As a family owned company, born and raised right here in Wisconsin, we’ve been a part of your community for over 40 years. And like you, we value the spirit of independence. As Wisconsin’s largest independently owned optical company, our focus is on you. We value the role we play in the community, helping you see, move and do.