NEW BERLIN, Wis.—Wisconsin Vision, the largest independently owned optical company in Wisconsin, will open its 40th location May 1 at The Corners of Brookfield, a new 750,000-square-foot lifestyle shopping destination with a lineup of premier retailers, the company announced.

Wisconsin Vision will be the exclusive optical retailer in the center, and this will be the company’s first store that is open seven days a week. In addition to prescription eyewear, the store will carry a larger portfolio of consumer products, including sunglasses.

“We’ve had our eye on The Corners for quite a while,” Wisconsin Vision president and chief executive officer Darren Horndasch said in a statement. “It’s the largest and most exciting retail and lifestyle real estate development we’ve seen in the state in a long time. The opportunity to be The Corner’s exclusive, standalone optical retailer sealed the deal for us.”

Wisconsin Vision, over the past four or five months, completed a major remodel of an existing optical store in Wisconsin (roughly doubling its space), and it began construction on a re-location of one of the eight stores it operates in Illinois, Horndasch told VMail. (The relocated Illinois store is expected to open in April.) “This [including the upcoming store openings] is a lot for us to take on,” he added. “But if another opportunity presents itself, we would consider it.”

The Brookfield store, an 1,800-square-foot location, will feature a completely digital transaction environment, which Horndasch told VMail he sees as a “great opportunity for expense control down the road” across the company.

The Brookfield store will make its debut shortly after the April 1 opening of the company’s Shorewood, Wis., location, which will open in an “area re-energized with new retail and dining options,” according to the company.

Both The Corners and Shorewood Wisconsin Vision locations will feature a contemporary, boutique style aesthetic and shopping experience, according to the company’s statement. In addition to the product found in most Wisconsin Vision locations, the new stores will carry a select list of popular, upscale brands that include Tom Ford, Ray Ban, Prada, Coach, John Varvatos and Chloe, among others, the statement noted.

Horndasch also noted that while the company is monitoring the online optical retail business, he still “sees the best opportunities on the ground with a targeted brick-and-mortar expansion strategy,” in part because online vision retailing “is not designed for customers who want to use vision insurance plans to pay for purchases.”