Wisconsin Vision: All About Selection


All About Selection

Wisconsin Vision
27 Locations (Illinois, Indiana, Wisconsin)
Darren Horndasch, President/CEO

Choosing the right styles and brands is in the sights of all dispensaries, but when it comes to the men’s market, Wisconsin Vision is particularly focused. The retailer recently added to its variety of men’s collections throughout 10 Midwestern locations.

“This has been a specific focus for the past 12 months,” said Darren Horndasch, company president. “We have been adding to our collection of frames [with] Danny Gokey Eyewear, Ray Ban, Oakley, Kenneth Cole Reaction and Black Eye by Silver Dollar [which have] sold very well.”


The atmosphere in Wisconsin Vision is fun but not overly feminine.  

Horndasch believes that designers and suppliers themselves have been more aware of this demographic, too. “Traditionally, fashion and branding have been geared by the manufacturers toward women—a trend we see changing as glasses become more chic. Over the past 10 years, the availability of frame selection that appeals to this market has vastly improved.”

Though a mixture of frames yields a mixture of price points, Horndasch separates his pricing into two categories: brand and style. “There are those looking for a specific brand name and those that want a style or trend.” Frames range between $100 and $250, but “much like the balance of the market, the sweet spot is $149 to $189.” For the young guys, though, price isn’t an issue. “As glasses have become more popular and acceptable, more young males are purchasing glasses, where in the past they were a bit more conservative.”