Vitamin Shoppe expands online assortment beyond supplements

Dan Berthiaume
Senior Editor, Technology
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The Vitamin Shoppe
The Vitamin Shoppe is offering new categories online with drop-shipping.

The Vitamin Shoppe is leveraging drop-shipping to offer a new range of products via its e-commerce site.

The specialty retailer of vitamin and nutritional products is deploying the cloud-based drop-shipping and digital commerce platform from Logicbroker. Through this new technology partnership, The Vitamin Shoppe intends to expand its digital merchandising capabilities, as well as provide expanded product assortments to its online customers.

Drop-shipping enables a retailer to avoid storing its inventory by fulfilling stores directly from manufacturers and wholesalers. Drop-ship suppliers will be able to leverage Logicbroker’s connectivity options to service The Vitamin Shoppe’s customers. As a result, The Vitamin Shoppe will be able to provide new product categories, such as exercise equipment and accessories, with up-to-the-minute inventory information and reliable shipping, starting in April 2022.

Boscov’s, the nation’s largest family-owned department store retailer, also recently rolled out the Logicbroker platform, in an effort to modernize its drop-ship tech stack. With Logicbroker technology, Boscov's now offers vendors connection options including API, EDI, SFTP, FTP, and comma-separated values (CSV). Vendors can also process order and return documents via the Logicbroker portal.

[Read more: Boscov’s modernizes drop-shipping]

Meanwhile, The Vitamin Shoppe is also seeking to expand its brick-and-mortar business. The company recently opened its first-ever franchise store, located in Greensboro, N.C. The store represents a milestone in the 45-year history of the company, which launched its franchising program in 2021.

The Greensboro store is an existing location that was previously operated by The Vitamin Shoppe and has been converted to a franchise unit. The franchise partners will also open three new stores by 2024 within their franchise territory in greater Greensboro.

The Vitamin Shoppe is focused on opening new franchise locations, with the potential for select conversions of existing stores when part of a franchisee's mutually agreed-upon strategic development plan.

“As the premiere destination for health and wellness solutions that support millions of people on their journeys of lifelong wellness, our goal is to continually provide new products and services that meet those customer needs,” said Sharon Leite, CEO of The Vitamin Shoppe. “Logicbroker’s innovative technology will help expand our drop ship offering with limitless possibilities to discover the partners and products that help our customers become their best selves, however they define it. We are confident that Logicbroker understands our drop ship and merchandising needs, providing the best platform to deliver on our objectives.”

“We are excited about this partnership and its possibilities,” said Logicbroker founder and CEO Peyman Zamani. “Working with The Vitamin Shoppe, a trusted brand in the health and wellness industry, not only solidifies our standing as a partner that can support large global enterprise retailers and brands but gives Logicbroker the opportunity to help promote wellness for diverse communities everywhere.”

Based in Secaucus, N.J., the Vitamin Shoppe has more than 700 company-operated retail stores under The Vitamin Shoppe and Super Supplements banners.