(PRESS RELEASE) GREEN BAY, WI — Cherry Optical Lab announced a major series of expansions of its Coating, Surface, Finish, and general employment operations.
In March of 2026, COL completed an update of its Surfacing equipment. This update included replacing previously used SCHNEIDER surface blockers, generators, and polishers with SCHNEIDER’s modulo ONE line of machines. “The previous generation of machinery installed in 2020-2021 served us well. Our lasting partnership with SCHNEIDER gave us the confidence to upgrade to the ONE series. These new machines have significantly increased capacity, speed, and resiliency to our digital surfacing operations,” shared Adam Cherry, President of Cherry Optical Lab.
Surface production leads into Coating production, and in this area, COL is making their biggest investment since 2020-2021 to significantly increase the speed and capacity of their dip coating, AR coating, and mirror coating processes. At the core of the Coating production investment is a new, purpose-built building to house the industry’s most proven coating technologies. The expansion will increase Cherry’s Coating Facility from 6,000 square feet to more than 15,000 square feet and includes the installation of two additional Satisloh 1200 DLX2 AR coaters, nearly doubling the Lab’s coating capacity. The project represents one of the largest expansions the Coating Lab has ever seen.
“For the last 14 years, we’ve grown piece by piece—adding rooms, adding machines, and adapting the space whenever demand required it,” said Ryan Vande Walle, Coating Lab Senior Manager at Cherry Optical Lab. “Now, for the first time, we get to design the entire operation from the ground up.”
The new Coating Facility will be designed with efficiency, workflow, and team experience in mind.
“Our vision is simple,” Vande Walle said. “To build a Coating Lab that sets the standard—not just for Cherry, but for the entire industry. A place where the workflow makes sense, the equipment supports the team, and quality is built into every step.”
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The expansion comes as the family-owned and operated Lab continues to grow, driven by its partnerships with Independent Eye Care Professionals.
Coating leads to Edging, Inspection, and Finish operations, and in these areas, Cherry has already completed significant investments and Laboratory reconfiguration to maintain its high-quality standards and consistent delivery timelines. From a machining standpoint, COL purchased a series of machines and automation systems from MEI, the gold standard in edging. “Speed alone is not our objective. Speed with accuracy and capability is what we look for in automation systems from MEI, the gold standard in these objectives. Our extensive experience with milling technology has unlocked outstanding results,” shared Adam Cherry.
“The real magic of lens production takes place when it is time to assemble and inspect the finished product, and in this area, we have also made significant investments in our team,” said Adam Cherry. The Bench Area expanded to not only improve current workflows but also prepare for the team’s next phase of growth. “Our team members are our most important asset, and we want to ensure they have all the tools and space they need to produce outstanding results,” shared Adam Cherry.
“We’ve added over 100 positions since 2024, and all of these jobs are right here in the United States. Machines and buildings are always the sexy headline investments, but I take the most pride in knowing that we’re competing against massive international corporations through the outstanding service, knowledge, and capability of our American workforce.” Cherry further demonstrates its dedication to its team members by enhancing and adding high-value benefits for its team. “We’re competing on a worldwide stage. In order to do so, we need to find, train, and retain the best possible people. We are more than willing to well compensate and reward those who make the cut and excel at what we do.”
For Cherry, this expansion is just one part of their broader investment in the Independent optical community. The company is also expanding its Tint Department by relocating it into a larger space, while installing new equipment in the Surface Department to meet increased demand.
Throughout 2025, Cherry made several operational investments and improvements, including:
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- Three team members earning their ABO/AC certifications
- Installation of three new generators
- Addition of four new polishers, two new blockers, and three new edgers
- Installation of a second D645 dip coater
- Acquisition of a high-powered microscope
- Implementation of an autoloading feature for two mirror machines
- Relocation of Stockroom, Tracing, Finish, and Logistics departments to improve Lab flow
All of these improvements reflect Cherry’s continued investment not only in technology, but also in the people and processes that power their Lab every day. Because, for Cherry Optical Lab, growth is not about becoming bigger – it’s about becoming better for Independent Eye Care Professionals.
