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The Vitamin Shoppe

Omnichannel US specialty retailer of vitamins, supplements and sports nutrition, with 700+ stores, a website and mobile app, founded in 1977.

The Vitamin Shoppe is an omnichannel specialty retailer of nutritional supplements, vitamins, proteins, sports nutrition products, healthy weight support and natural remedies. Founded in 1977 with a single store in New York City, the company now operates more than 700 brick-and-mortar stores across the United States and is headquartered in Secaucus, New Jersey. Its stores carry approximately 7,000 products.

The company sells through three channels: its store network, its website and its mobile app. Online, it offers more than 17,000 SKUs, including third-party professional and specialised product lines that extend beyond the in-store assortment. Technical work spans omnichannel retail, e-commerce and mobile commerce. The Vitamin Shoppe also markets a set of exclusive brands, among them FitFactor, NatureFuel, ProBio Care, plnt and Bodytech.

The retailer describes its mission as making the world healthier one life at a time and targets health enthusiasts seeking quality wellness solutions. It operates within the nutritional supplements, vitamins and dietary supplements, sports nutrition and wider health and wellness categories.

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