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The Vitamin Shoppe
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Omnichannel retailer of vitamins and supplements
The Vitamin Shoppe
Work Here?
Omnichannel retailer of vitamins and supplements
Overview
The Vitamin Shoppe sells vitamins, minerals, herbs, sports nutrition, and natural beauty products through about 700 company-owned stores and a wide online catalog. It operates an omnichannel model that combines physical stores with e-commerce, offering over 17,000 SKUs including its private-label lines like Bodytech, plnt, and ProBioCare. In 2021 it added a franchise program that lets independent operators run fully omnichannel stores and earn commissions from in-store sales, online orders, and auto-delivery signups. Its goal is to help health-conscious consumers reach their wellness goals by providing convenient access to a broad range of dietary supplements across both physical and digital channels.
About The Vitamin Shoppe
Industries
Healthcare
Consumer Goods
Company Size
1,001-5,000
Company Stage
IPO
Headquarters
North Bergen, New Jersey
Founded
1977
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Simplify's Take
What believers are saying
- AG1, Shakeology, and VitaHustle launches expand premium basket sizes in 2026.
- Genopalate and GLP-1 Support target fast-growing personalization and weight-management demand.
- Traffic data shows 10.2K visits per store, outperforming GNC despite fewer locations.
What critics are saying
- Private-equity ownership after Franchise Group bankruptcy leaves little room for operational missteps.
- ADA website litigation remains a live reputational and compliance threat for online sales.
- GNC's 1,800-plus-store scale can outspend Vitamin Shoppe, compressing margins and brand leverage.
What makes The Vitamin Shoppe unique
- Kingswood and PIP completed acquisition May 20, 2025, returning Sharon Leite as CEO.
- AG1 launched nationwide January 12, 2026, giving exclusive specialty-retail access across 640 stores.
- Shoppe Advisor, Hometown Stores, and innovation stores deepen in-person guidance versus GNC.
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Stock Price
Growth & Insights and Company News
6 month growth
↑ 5%1 year growth
↑ 5%2 year growth
↑ 5%The Vitamin Shoppe has appointed Kimberley Gardiner as executive vice president and chief marketing and growth officer, effective immediately. Gardiner joins from Tractor Supply Company, where she served as senior vice president and chief marketing officer since 2022, overseeing marketing for over 2,400 stores and helping grow the Neighbor's Club loyalty programme to more than 40 million members. In her new role, Gardiner will lead marketing strategy, e-commerce, customer relationship management, and loyalty programmes. She will focus on using customer data to strengthen brand relevance and create personalised experiences across The Vitamin Shoppe's stores and digital channels. Gardiner previously held marketing leadership positions at Volkswagen of America, Mitsubishi Motors, and Kia Motors. She holds a Bachelor of Arts from Mills College and an MBA from Indiana University's Kelley School of Business.
The Vitamin Shoppe has opened a new store in Saratoga Springs, Utah, at Westlake Shopping Center. The location offers vitamins, sports nutrition products, functional foods, and wellness essentials from national and proprietary brands. The retailer will host a grand opening weekend on 1–2 August with promotions and giveaways. Customers can access same-day delivery, online pickup, mobile checkout, and complimentary virtual nutrition coaching. "Our Health Enthusiast associates are ready to provide expert guidance and personalised recommendations," said Jim Abbatemarco, executive vice president and chief retail officer. The store operates Monday to Saturday from 9:30 to 20:00 and Sunday from 10:00 to 18:00. The Vitamin Shoppe, founded in 1977, operates more than 640 stores nationwide.
Innovative nutrition shake brand, founded by Kevin Hart, is now available in-store and onlineLOS ANGELES, June 5, 2025 /PRNewswire/ -- VitaHustle, the wellness brand founded by entertainer and entrepreneur Kevin Hart, is excited to announce the nationwide launch of its flagship product, VitaHustle ONE, at The Vitamin Shoppe®. Now available in-store, online, and via Instacart, VitaHustle ONE delivers a clean, convenient solution to daily nutrition—combining protein, essential vitamins, superfoods, and probiotics in one delicious shake
MILWAUKEE, June 4, 2025 /PRNewswire/ -- GenoPalate , a leader in nutrigenomics, is teaming up with The Vitamin Shoppe®, a leading health and wellness retailer, to launch an innovative personalized nutrition offering through The Vitamin Shoppe's online marketplace. This partnership makes science-backed, DNA-based wellness solutions more accessible than ever—empowering individuals to optimize their health with nutrition that is tailored to their unique genetic makeup.Through this collaboration, GenoPalate's At-Home DNA Collection Kit will be available for purchase on www.vitaminshoppe.com, providing consumers with easy access to a groundbreaking approach to personal wellness. By analyzing over 400 genetic markers, GenoPalate delivers a deeply personalized nutrition report that includes:Tailored Nutrient Insights – A breakdown of the vitamins, minerals, and macronutrients most crucial for an individual's health.– A breakdown of the vitamins, minerals, and macronutrients most crucial for an individual's health. Optimal Foods List – A custom-ranked guide to more than 350 foods across 14 categories, identifying the best options for each person's genetic profile.– A custom-ranked guide to more than 350 foods across 14 categories, identifying the best options for each person's genetic profile. Wellness Insights – Key genetic-based factors related to stress, eating behaviors, and metabolism to support overall well-being.– Key genetic-based factors related to stress, eating behaviors, and metabolism to support overall well-being. 10x Personalized Recipes – Hand-crafted by a Registered Dietitian to align with each person's genetic dietary needs and nutritional goals.Hand-crafted by a Registered Dietitian to align with each person's genetic dietary needs and nutritional goals
Kingswood Capital Management, LP (together with its affiliates, “Kingswood”) and Performance Investment Partners, LLC (“PIP”) announced today that they have ...
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About The Vitamin Shoppe
Industries
Healthcare
Consumer Goods
Company Size
1,001-5,000
Company Stage
IPO
Headquarters
North Bergen, New Jersey
Founded
1977
The Vitamin Shoppe is Hiring for 8 Jobs on Simplify!
Find jobs on Simplify and start your career today