Former Lord & Taylor chief merchant joins The Vitamin Shoppe

The Vitamin Shoppe is doing a bit of reorganizing.

The company appointed Brian Hoke as VP and general merchandise manager, overseeing all merchandising functions including product, pricing, promotion and inventory management. 

Prior to joining Vitamin Shoppe, Hoke served as chief merchant at online bedding retailer Sheex Inc. (since May 2020). Before that, he was chief merchant at Lord & Taylor, from August 2018 to April 2020, as well as co-president of the brand for the seven months leading up to its acquisition in late 2019 by Le Tote.  Earlier in his career, Brian spent 14 years at Macy’s in roles of increasing responsibility.  

With Hoke’s appointment, Vitamin Shoppe has reorganized responsibilities so that inventory planning, pricing and promotions are part of the merchandising function, thereby providing complete P&L ownership to Hoke.

"Throughout his merchant career, Brian has grown revenue and increased market share within his categories by creating and executing winning assortments, trend-right innovation, and savvy inventory tactics," stated Muriel Gonzalez, executive VP, chief merchandising and marketing officer. "He is a strategic leader and mentor who inspires his teams to deliver outstanding results and will help accelerate our current growth trend at The Vitamin Shoppe.”

At Vitamin Shoppe, Hoke succeeds Day Gooch, who took on responsibilities in the company’s private brands business as VP, quality and commercialization, on Jan. 13.