Dollar General taps Vitamin Shoppe exec for key role

Dollar General has added a Vitamin Shoppe veteran to its ranks as executive VP and chief merchandising officer.



Jason Reiser, most recently executive VP and COO of Vitamin Shoppe, will join the discounter, effective July 12. He replaces the recently retired Jim Thorpe.



Reiser brings with him to Dollar General more than 30 years’ experience in retail management, private brand sourcing and regulatory affairs. He also is a trained pharmacist.



“Jason is an innovative merchant who has a broad range of experience in discount retail and a track record of leadership excellence,” Dollar General CEO Todd Vasos said. “I believe Jason’s deep understanding of our customer and small-box retail, coupled with his proven ability to drive results, will strengthen our leadership team as we strive to capture future growth opportunities.”



At Vitamin Shoppe, Reiser oversaw the company’s merchandising, operations and supply chain. From 2013 to 2016, he served as Family Dollar’s chief merchandising officer. He began his career in the industry as a Walmart pharmacy manager where he rising through the ranks in roles of increasing responsibility. He served as VP merchandising, health and family care at Sam’s Club from 2010 to 2013.