North Optical, Portland, ME
OWNER: Chris Wheaton; URL: northoptical.me; FACEBOOK: facebook.com/northoptical; INSTAGRAM: instagram.com/northoptical; FOUNDED: 2018; Opened featured location: 2023; AREA: 1,270 sq. ft.; Buildout cost: $75,000; ARCHITECT AND DESIGN FIRMS: Chris Wheaton and Andrew Scripter. Furniture: Studio 89, Scarborough, ME; TOP BRANDS: Anne et Valentin, Theo, Garrett Leight, Ahlem, Aude Herouard, Masahiro Maruyama, RAEN, Alba Optics, VADA, and Akoni; EMPLOYEES: 1 full-time, 1 part-time
Chris Wheaton
NEARLY A DECADE AGO, as part of our “If I Owned…” series, INVISION asked Chris Wheaton — then employed as an optician at a Boston optometry practice — to describe his dream optical business. “I’ve always thought of my [ideal] store as if Charles Eames and Steve Jobs co-owned a speakeasy,” he wrote. “I’d want you to feel like you are entering your favorite bar or cafe; a place that inspires you and makes you feel at ease.”
We’re proud to share that the vision Wheaton outlined for us has become a reality, and that his North Optical in Portland, ME, is the winner of INVISION’s 2024 America’s Finest Optical Retailers competition. Intrigued by the business’s origin story, wowed by the artfully designed and decorated space, and charmed by the team’s attention to detail and carefully considered customer experience, our judges were unsparing in their praise in crowning North Optical this year’s winner.
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North Optical got its start in 2018 as part of a small business incubator project known as the Black Box, comprising five 260 sq. foot retail spaces made of shipping containers on Portland’s Inner Washington Avenue strip, a dining and shopping hub. It quickly made a name for itself as a purveyor of fine frames and expert eyewear styling, and by 2023 it was time to move. Recalls Wheaton, “It was getting to the point where it would get so busy we couldn’t fit any more customers.”
In the new store — housed in a late 19th-century building with tin ceilings just across the street from the first location — Wheaton has been able to fully realize his original vision, utilizing the many connections to local makers and designers he has established since building out the first space with the help of his old friend (and optician, artist, precision machinist and printmaker) Andrew Scripter, who now serves as creative director in addition to his optical role.
Scripter’s custom mural greets clients as they walk in, setting the tone for the overall experience. The shop is open towards the front, with subtly asymmetrical tables and cabinetry designed in collaboration and built by Studio 89, a husband-and-wife team based in nearby Scarborough, who came into the original location for glasses one day and happened to mention they build furniture.
The space flows to support both the shopping experience and the occasional events the store hosts; walking toward the back, customers enter a second space housing the gallery, designed for North Optical’s art program and pop-ups as well as a curated selection of art books and publications.
The physical space isn’t all about sight — attention is paid to sound and scent too. Wheaton worked with Near and Native to develop a custom scented candle that adds to the ambiance and no matter what time of day, music is going in the optical. One standout feature of the experience is the North Optical playlists that Wheaton releases seasonally on Spotify, replete with fun cover art and posted to the business’s Instagram for reference.
Anyone walking in can rest assured they will be served by someone who loves glasses and who — particularly in Wheaton’s case — isn’t afraid “in a jokey, stern but genuine tone” to tell customers if a frame looks bad on them. By the same token, Scripter and Wheaton aren’t afraid to push people outside of their comfort zone. Their “many repeat clients are those who know we carry the good stuff. They expect a high level of customer service and aren’t afraid to ask for custom pieces like clips or tints. Our single location and [small] team allow us to maintain standards that ensure customers get the same experience whether they come in Tuesday morning or Saturday evening.”
North Optical’s top brands include, in no particular order: Garrett Leight, Anne et Valentin, Ahlem, RAEN, Theo, Masahiro Maruyama, VADA, Akoni, Ørgreen and Alba Optics. They are also the first US retailer to offer Aude Herouard, a small French brand that, “beyond having incredible design, use bio acetate, a more environmentally responsible alternative to cellulose acetate,” says Wheaton. The business uses the IOT lens portfolio, does not sell CLs, and works with Cherry Optical as its primary lab. Wheaton also shouts out his Coburn edger and Lensometers, and Eye Cloud Pro, the business’s POS system.
Not being connected to a doctor with standard prices influenced by insurance, North Optical needed a way to clearly communicate price points to customers. Their solution was to offer a lens price menu that is presented simply and allows shoppers to customize their frames to fit their needs. Many of the lenses are cut in-house, expediting the overall process time from purchase to production, though more complicated lens needs are sent out.
The team is fond of saying their marketing is largely handled by their customers’ asking each other: “Where did you get your glasses?” But they do love a fun marketing project, producing striking lookbooks, stickers, totes, coasters and even candles.
One of the many things that sets North Optical apart is its thoughtful online presence. The website is kept clean and simple, says Wheaton, adding that “While we probably don’t post as much as we should to appease the algorithm, I think we really try to make our [social media] posts curated and impactful.” A quarterly email newsletter has also been launched to reach that subset of customers “who are not on Instagram or even Facebook.”
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Even as he continues to develop and execute new plans and refinements, Wheaton hopes to help others in the community reach their goals.
“Now that we have evolved from that initial start-up, it has been a privilege to offer support to others as they move onto the street and are looking for someone [who can] be excited about what they are excited about. Portland has many individuals who find their passion and want to share it with others and North Optical is always here for that!”
Five Cool Things About North Optical
COOL COLLAB. North Optical did a spooky lookbook/zine with one of the Guggenheim’s youngest-ever fellows, Dylan Hausthor.
IMMORTALIZED. ‘North Optical’ is spelled out permanently in penny tile on the bathroom floor.
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LOOKING GOOD. Says Wheaton: “Our bumper stickers read, ‘These look better than I thought they would…’—because they do!”
SNAP SPOT. Wheaton has “caught” many influencers using the store’s mural as a backdrop for content. (@influencersinthewild)
FAVORITE ‘BLADE’. The office box cutter has a name: Wesley Snipes.
PHOTO GALLERY (25 IMAGES)
JUDGES’ COMMENTS
- The interior and exterior of the space are beautiful, modern, colorful, artful and fun. It shows what you can do without a big budget, but with great taste and friends willing to help. The marketing materials tie in well. Your community outreach is 5-star. Great job responding to online reviews. The website aesthetic and social pages nicely match your brand. — David Barton, co-founder & CEO, Optify, San Diego, CA
- I was fascinated to learn that it began as a small and narrow shipping container before relocating to its current, much larger spot. The original location holds sentimental value, as the store can still look out at where it all started. — Jenn Denham, Head of Business Development, Review Wave, McKinney, TX
- The colorful and creative mural that greets you on the outside is the first handshake with the creative adventure that will unfold. As you step inside, the intentional design at every curve of the interior captivates you as it showcases the tightly curated experience and exquisitely branded space. You know you will come out looking amazing because this team cares about the details and they will match the perfect frame to your personality. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
- I’m blown away by this optical and the unique and beautifully executed concept and space. I love all the small touches: candle, pins, totes and inlaid tile in the bathroom! The custom playlists are a thoughtful touch. The collaboration with local artisans and artists also left a big impact on me! It’s clear they have put their heart into this space and left no element up to chance. The space is gorgeous and the mural is so very cool. I also love the idea of quarterly emails as opposed to blogs or social posts; much more targeted and intentional. Well done! — Paige Kraemer, ABOC, Sales Consultant – Minnesota, Cherry Optical Lab, Green Bay, WI
Fine Story
Connecting with their community is all important for North Optical, and Wheaton believes the thing that most helps them achieve that is their art program. When they first opened, they were able to get some pieces on loan from a friend, local artist Will Sears. Recalls Wheaton, “They were these beautiful large fine art wood ‘assemblages’ pieces. This was before we even had plants. Five years later we have a thriving art program that is booked out for the next two years.” North Optical rotates shows quarterly, focusing on local underrepresented artists. The store does not take any commission on pieces sold. “We also put on art openings to support the show, usually entailing a DJ, wine, beer, and a non-alcoholic option.”
