The Vitamin Shoppe

The Vitamin Shoppe is a leading American retailer specializing in health and wellness products, including vitamins, minerals, herbs, specialty supplements, and sports nutrition items.

Founded in 1977 by Jeffrey Horowitz, the company is headquartered in Secaucus, New Jersey.

Operating over 700 company-operated retail stores under The Vitamin Shoppe and Super Supplements banners, the company offers a comprehensive selection of products from approximately 700 national brands.

In addition to its extensive retail presence, The Vitamin Shoppe provides an online shopping experience offering an even broader range of products.

The company's product portfolio includes vitamins, minerals, herbs, specialty supplements, sports nutrition, and other health and wellness products.

Notably, The Vitamin Shoppe markets several proprietary brands, such as Vitamin Shoppe®, BodyTech®, BodyTech® Elite, Plnt®, True You™, Fitfactor™, and True Athlete®.

In recent years, The Vitamin Shoppe has embraced a digital-first approach, integrating technology to enhance the customer experience.

This includes the launch of a modern apothecary store format in Edgewater, New Jersey, featuring interactive elements like on-demand digital product guides, enhanced mobile POS checkout, and personalized health assessments.

As of May 2025, The Vitamin Shoppe was acquired by Kingswood Capital Management and Performance Investment Partners for $193.5 million, marking a new chapter in the company's history.

Locations

The Vitamin Shoppe operates several locations across the United States, offering customers access to a wide range of health and wellness products and services.

• Baytown, TX, USA
• Lexington, KY, USA
• Portland, ME, USA
• Evansville, IN, USA