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The Vitamin Shoppe launches its own incubator

The Vitamin Shoppe is on the hunt — for innovative new products and brands.

The specialty retailer announced it is rolling out a vendor incubation program, called Launchpad, to highlight its commitment to “incubating the next wave of industry innovators.” The Vitamin Shoppe said it is currently accepting submissions from nutritional supplement, natural health and organic beauty vendors.

The initiative comes one week after the retailer named former Godiva executive Sharon M. Leite as its next CEO.

Although this is its first format incubator, The Vitamin Shoppe has a track record in launching new brands. Some 20 years ago, the retailer launched Garden of Life, which has grown from a small nutritional supplement company into the number one brand in the natural products industry. Vitamin Shoppe also launched NeoCell, a top collagen brand, and No Cow, a nutritional bar, among others. Most recently a vegan supplement company, Ore Organic made its retail debut at the Vitamin Shoppe.

"We strive to bring only the best products to market and pride ourselves on our ability to identify brands that have the potential to become market leaders," said Dave Mock, executive VP - chief merchandising and marketing 0fficer at The Vitamin Shoppe. "As a trusted specialty wellness retailer, not only do we strive to bring the most innovative solutions to our customers but also provide guidance, resources, and support that will help empower our vendor partners to create quality supplements customers can trust."

The Vitamin Shoppe operates more than 775 company-operated retail stores under The Vitamin Shoppe and Super Supplements retail banners.
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