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About You

Surprised? Normally this is the section where it’s “About Us”. But at Vortex, it’s All About You.

Rather than go on about “Us” and how long we’ve been in business and how great we are, we focus on you, what you need, what you want, what’s important to you—because that’s what makes us tick.

Let’s sum it up in three simple words: People, Products and Promises.

People
The Customer is King. We not only believe this to be true, but we actually follow through on it. This means we treat you—our dealers and customers—like royalty. We care about you and the smallest of details, both before and long after the sale. If you ever have a problem with one of our products, then we make that our problem—no questions asked. Years ago, we started our business with the intention of being in it for the long haul and we have no intention of changing our strategy. Just take a look at our unconditional and unlimited VIP Warranty and you will see what we mean.

Products
Offering you the finest in rugged optics comes about by paying attention to detail in every aspect of our business. We are fanatics about doing things right. This way you can have the utmost confidence in our products—all worry cast aside. We are constantly listening to you for feedback and ideas on new products and innovative features so you can appreciate and enjoy the best in optical performance.

Promises
Say what we mean and mean what we say. At Vortex you have our pledge to uncommon excellence and dedication in every aspect of our business. Keeping our promises to you is not only good business; it's the right thing to do.

People, Products and Promises—three magical words that say why it’s all about you and why ... “Vortex is the Force of Optics.”

And now ... just a little “About Us”

Since 1986 we have been and remain an American Owned, Veteran Owned, Family owned and operated business of hard-working folks located here in south central Wisconsin.

Dan and Margie Hamilton, the original and current owners, moved to Middleton, WI in 1986 and started a small outdoor retail store. The business was started on the belief that if you focused on the customers and helped them achieve their goals with fast, friendly, personalized service that the bottom line would take care of itself. The business grew and evolved over time and in 2002 Vortex Optics was established. Starting with Dan and Margie and now over 100 American team members strong, we work diligently day in and day out to give you the best products and service in the optics industry.

All of our products are designed, engineered, pre-inspected and serviced in our modern facility to ensure you receive the best products and service for your hard earned dollar. We have dealers located throughout the US, Canada, United Kingdom, Europe, South Africa, Australia and elsewhere. We attend all major trade shows in the hunting, tactical and birding/observation markets.

We're open Monday through Friday and are on call to serve your needs.



VIP Warranty

Our warranty is about you, not us. It's about taking care of you after the sale. We will repair or replace your Vortex product in the event it becomes damaged or defective—at no charge to you. It doesn't matter how it happened, whose fault it was, or where you purchased it.

  • Unlimited, unconditional lifetime warranty
  • Fully transferable
  • No warranty card to fill out.
  • No receipt needed to hang on to.

If you ever have a problem, no matter the cost, we promise to take care of you. The VIP warranty does not cover loss, theft or deliberate damage to the product...that's it.

Download a Service Request Form.