The Vitamin Shoppe

The Vitamin Shoppe is a specialty retailer focused on vitamins, supplements, and everyday wellness products, serving customers in the United States and select international markets. The company sells a wide range of national brands alongside its own proprietary labels and reaches customers through both physical stores and a fully integrated e-commerce platform. Stores operate under two retail banners, The Vitamin Shoppe and Super Supplements, with online ordering and in-store pickup tying the network together for convenience and repeat traffic.

Founded in 1977, The Vitamin Shoppe began as a single location and grew steadily with the rise of health and fitness retail. Over the past several decades it has become a familiar name in the supplements category. A key milestone in its corporate evolution came in November 2009, when the business, previously known as VS Holdings, Inc., formally adopted the Vitamin Shoppe, Inc. name, aligning its corporate identity with its consumer-facing brand. As of November 2018, the company operated 775 retail stores, reflecting a sizable national footprint and a meaningful presence in open-air centers, street retail, and other multi-tenant environments.

Over roughly the last five years, The Vitamin Shoppe has continued to refine its model around an omnichannel strategy, linking brick-and-mortar locations with online ordering and store pickup, and operating both company-owned and franchise stores. The brand has also invested in its own manufacturing segment, producing private label and custom supplement products. This vertical integration supports a broad mix of exclusive brands, including The Vitamin Shoppe and several specialty lines in categories such as sports nutrition and wellness, alongside a large assortment of leading national labels. The manufacturing capability and proprietary product mix give the brand differentiation on shelves and help support margin and customer loyalty.

In April 2025, Performance Investment Partners entered into a definitive agreement to acquire The Vitamin Shoppe, marking a significant change in ownership. The deal places the retailer under a new financial sponsor at a time when the health and wellness category continues to evolve. While specific store expansion or contraction plans under the new owner have not been publicly detailed, the acquisition signals that the platform retains strategic value and may be repositioned for its next phase of growth.

For landlords, brokers, and developers, The Vitamin Shoppe represents an experienced national tenant active across multiple formats, including company-operated and franchised locations. Its dual-banner structure, established e-commerce integration, and in-house manufacturing support a stable flow of branded and national products that draw a repeat customer base focused on everyday wellness, sports nutrition, and preventative health. The chain’s long operating history, prior scale of 775 stores as of November 2018, and recent private ownership transition all point to a retailer with meaningful brand recognition and the potential for selective new site activity as its post-acquisition strategy takes shape.