In Retail

While wellness is booming and DTC brands continue to disrupt the supplement category, The Vitamin Shoppe is reimagining itself. On the heels of launching a new subscription service called Only Me, the retailer has now released plans to give brick-and-mortar a tech-infused, customer-centric facelift.

“The goal is to demystify the category, take the confusion out of the experience and make The Vitamin Shoppe easy to navigate and shop,” Sharon M. Leite, Chief Executive Officer of The Vitamin Shoppe, told WWD.

The publicly traded retailer operates more than 750 stores under The Vitamin Shoppe and Super Supplements. Last week, the retailer opened a new retail concept in Edgewater, NJ, designed by Dayton, Ohio-based ChangeUp. Building off the footprint of the existing Edgewater store, all 3,185 square-feet of the space have been reimagined with cutting-edge interactive elements, such as on-demand digital product guides, enhanced mobile POS checkout, a designated area to take the brand’s new Only Me personalized health assessment, a complimentary body composition analysis station, and a supplement sampling machine. Signature merchandise assortments, including the store’s CBD Central and Keto HQ sections, as well as service programs like free nutritionist consultations via the Healthy Awards loyalty program, are seamlessly integrated into the innovation concept.

Leite said, “Our newly remodeled Edgewater location represents the next generation of stores for The Vitamin Shoppe, and will inform the future direction of our total retail experience. We have taken the elevated aesthetic of a modern apothecary and imbued it with leading-edge technology and services that will simplify and demystify the experience of shopping for health and wellness supplements.”

Considering the average Vitamin Shoppe store carries 6,100 SKUs, with an additional 7,200 available online, this is no small task. However, the company’s anemic performance requires dramatic changes. Last year, the company posted $1.1 billion in sales, a net loss of $3.75 million, and an income of $13.5 million from continuing operations. In the second quarter ended June 29, the company reported $270.9 million in sales, a net loss of $3.6 million, and the same loss from continuing operations.

Moreover, Secaucus, NJ-based The Vitamin Shoppe’s transformation comes just as the retailer is close to being sold to The Franchise Group, the parent company of Liberty Tax Service and Buddy’s Home Furnishings. It’s a $208 million cash deal expected to be completed later this quarter and is certain to impact the strategy, possibly accelerating it.

The retailer plans to open five additional new-format stores in the pipeline by January. Stores will open in Turkey Creek and Cookeville, TN; Sarasota, FL; and North Brunswick and South Plainfield, NJ.


Photo: via PR Newswire

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