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About Us


From the very beginning, we believed there was a better way to do things. When the company started, optics were becoming more and more expensive, making them harder and harder for people to own.

Relying on over 60 years of experience between our two business partners, Jim Gekeler and Duane Sorensen, we’re able to manufacture in ways that allow us to offer our products at prices people can afford. That doesn’t mean cutting corners. That means being picky and working with only select private manufacturers to have more control over quality.

As a result, our return rate is incredibly low. And our customers are incredibly happy. 

Today, our mission is simple:  To bring the highest quality products at the lowest possible price with the highest level of customer service.

If there’s ever a problem, one phone call connects you with the people at the top so the problem gets resolved on the spot. In fact, when a customer calls, we literally drop what we’re doing to help. Why wouldn’t we? If it weren’t for our customers, we wouldn’t be in business.