The success in reselling optics equipment laid the foundation of their own brand in optics. This part of the business advised overseas manufacturers on which features had high demand among consumers shopping at Wild Birds Unlimited 's whopping 300 stores. To further expand the business, they created their very own optics business, called Eagle Optics, which produced and sold binoculars produced in other countries under the Eagle Optics brand. The continued involvement in the optics business and regular communications with several manufacturers convinced Daniel and Margie to buy binoculars in large volume and market it to other businesses. Source: stevepb Establishment of Vortex Optics
Before the establishment of Vortex Optics, Daniel persuaded several European optic s manufacturers, like Swarovski, to introduce innovative products to the America n s, including high-powered spotting scopes. In addition, most binoculars were heavy, featured short eye reliefs and waterproofing capabilities only existed in the premium models. The owners recall the binoculars of the time were not sophisticated as they are today and most of them had cheap construction and no glass coatings to improve optical performance. Unlike what many optics enth u siasts believe, the company initially started its operations with an emphasis on the sales of binoculars for birdwatching. The owners ran their business on the foundation of customer satisfaction and personalized service since the very beginning.
Hamilton and Margie Hamilton, the manufacturer has remained American company since its conception and is still owned by the original family members today. Originating in 1986, Vortex Optics started out their operations in Middleton, Wisconsin in the form of a small retail store, called “ Wild Birds Unlimited ” that sold optics products along with bird feed.
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