Style.Pages Check.Out: Wisconsin Vision, Inc.


The Vera Bradley Collection From the McGee Group

Vera Bradley is a designer of women’s handbags and accessories, luggage and travel items, eyewear, stationery and gifts. Founded in 1982 by Barbara Bradley Baekgaard and Patricia R. Miller, the brand’s iconic designs offer women of all ages a colorful way to accessorize. The company is also commited to breast cancer research through the Vera Bradley Foundation for Breast Cancer. The McGee Group and Vera Bradley share the cause with McGee being a generous contributor to the Vera Bradley Foundation for Breast Cancer.

MSRP is $110 to $140


Darren Horndasch
President and CEO, Wisconsin Vision, Inc., New Berlin, Wis.

“We brought Vera Bradley in because it is a highly recognizable designer name in the Midwest."

What are you selling?
We tested the collection in two stores September 2010 then added it to all our Wisconsin Vision stores September 2011, with the addition of it to our Eye Boutique in May 2013. Our best sellers are the Faith, Trudy and 3001 style; with other great sellers being the Helen, Bridgett and Karen.

Who’s buying it?
It speaks to women ages 12 and up. The line is very diversified for that age group and includes a tween category. They also have great sunglasses for those 12 and up.

Why do they like it?
Response to the collection comes from the name recognition, as well as the styling, the classic Vera Bradley case that is a collectable and gets retired, and the price. The key really is the cases being on display. The sunglasses are merchandised in a 12-piece display that also displays three of the patterned cases. This really draws attention to it and many consumers will recognize the patterns immediately as being from Vera Bradley.


With help from buyer and vice president of corporate operations, Beth Bush.

Are you a retailer or an ECP who has a frame or collection you think others should “Check.Out”?

Contact senior editor,
Deirdre Carroll