Vitamin Shoppe to expand via franchising for first time in its history

The Vitamin Shoppe is pursuing a new growth strategy to expand its store fleet.

The specialty vitamin and nutritional products retailer announced that, for the first time in its 44-year history, it will partner with business owners to operate franchise stores across the United States. The first franchised Vitamin Shoppe stores are expected to open later this year. The move to franchise comes amid consumers’ increase interest in wellness amid the pandemic.
 
“This new growth strategy is a capital-efficient way to grow our retail footprint in a favorable real estate market, while empowering our franchise partners to create dynamic, locally-owned businesses,” stated Sharon Leite, CEO. “With the events of the past year, consumers have become more invested in their health and well-being, as reflected in The Vitamin Shoppe’s performance. We are tapping into this industry’s strong runway for growth by partnering with franchisees who share our passion for quality, innovation, and the health of their customers and communities.”

Vitamin Shoppe said its unique franchise model rewards franchise partners for driving VitaminShoppe.com and VShoppe app sales “via a commission structure that creates a seamless omnichannel experience for both franchisees and their customers. “The retailer said the customer experience in its franchise stores is designed to be identical and indistinguishable from the 690-plus locations owned by The Vitamin Shoppe.

“Throughout the franchising process and the life of the partnership, The Vitamin Shoppe teams are committed to supporting our franchise partners with essential aspects of retail operations, supply chain, brand and product marketing, legal, real estate, and digital integrations,” the company stated. 

Franchise markets are available in all U.S. states, with the exceptions of Washington and Oregon, where The Vitamin Shoppe operates stores under the Super Supplements banner.
 
In addition to the U.S. franchise program, Vitamin Shoppe currently operates globally with country license agreements with partners in Asia, Central America, and South America. The company continues to expand internationally and expects to announce additional partnership agreements in the coming months.