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The Vitamin Shoppe Opens Doors to ‘New Era’ of Franchising

The Vitamin Shoppe Opens Doors to ‘New Era’ of Franchising

The new Vitamin Shoppe in Valparaiso, Indiana.
12 other franchise locations are slated to open this year

The Vitamin Shoppe has announced its ushering in a new era in franchising, with 234 territories being available. The New Jersey-based health and wellness business has had a long-standing presence in the vitamin industry, recently marking 46 years. 

The wellness brand recently celebrated the grand opening of a new franchise in Valparaiso, IN, an event that was attended by senior executives. The Vitamin Shoppe called the opening a key milestone.

Laura Coffey, Chief Financial Officer of The Vitamin Shoppe, said that the first new franchise location in Valparaiso was launched by longtime customers of the vitamin brand. 

“This store is the first of many to open in the coming months and years, as franchising becomes a significant retail growth engine for The Vitamin Shoppe, building upon our industry-leading position in the flourishing health and wellness space,” Coffey said.

“The Vitamin Shoppe will be our first business venture together as a couple and we can’t wait to share our passion and provide great health and wellness solutions to our hometown,” remarked Rochelle Cantrell, new franchise owner. 

The new Valparaiso store, located at 1805 E. Lincolnway, will feature knowledgeable Health Enthusiast associates and same-day Instacart delivery, online pickup in-store, curbside pickup, mobile checkout, free virtual one-on-one nutritionist appointments, and its Healthy Awards loyalty program.

At least 12 other franchise locations are expected to open this year, said the company representatives. 

The health and wellness brand says almost 70% of its revenue comes from repeat customers and provides an innovative merchandising strategy and automatic inventory management system. 

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The next franchise location, which is scheduled to open later this spring, will be found in the Tempe Marketplace shopping center in Tempe, Arizona. The Vitamin Shoppe will also come to New Braunfels, Texas, later this year.

Sharon Leite, who served as CEO of The Vitamin Shoppe, recently left the company after nearly five years. She posted the announcement of her departure on LinkedIn, writing that it had been a great privilege to be part of The Vitamin Shoppe team. She concluded by saying she is forever a health enthusiast. 

Prior to her exit, the now-former CEO wrote that the company would embark on a retail expansion program with a number of franchise partners in 2023.

In 2020, the omni-channel health and wellness retailer made a move into the CBD arena, adding a ‘CBD headquarters’ concept in some of its stores and online.

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