Dive Brief:
- The Vitamin Shoppe has opened an Innovation Store in New York City’s Upper East Side, the nutritional retailer announced Wednesday. The location is the first to offer its Shoppe Advisor tool.
- With the touchscreen, AI-driven tool, customers can receive product information, view wellness articles and videos, and check in-store and online inventory, according to the press release.
- The store, located at 157 East 86th St., also has a dedicated space to host health and wellness events.
Dive Insight:
By offering its Shoppe Advisor in its new store, The Vitamin Shoppe aims to help shoppers and store associates have “more informed, interactive conversations throughout the shopping experience,” the company said.
“We are located on one of New York City's busiest shopping streets, surrounded by top gyms, activewear and beauty brands, med spas, and smoothie shops — and The Vitamin Shoppe perfectly complements this thriving wellness hub,” Jim Abbatemarco, executive vice president and chief retail officer of The Vitamin Shoppe, said in a press release. “With our expansive assortment and the personalized support of our expert Health Enthusiast associates, The Vitamin Shoppe is making it easier and more engaging for New Yorkers to shop all their favorite health and wellness essentials.”
The Vitamin Shoppe’s expansion in New York follows the company’s acquisition and a flurry of executive appointments last year. In April, private equity firms Kingswood Capital Management and Performance Investment Partners purchased the retailer from Franchise Group for $193.5 million. Franchise Group filed for Chapter 11 bankruptcy in 2024.
Last May, The Vitamin Shoppe’s former chief executive, Sharon Leite, rejoined the company as CEO, resuming a position she held from 2018 to 2023. Months later, the retailer named Mike Forbes as its chief strategy officer, placing him in charge of the company’s e-commerce, customer loyalty, marketing, business development and strategic partnerships.
At the end of last year, the retailer appointed Monika Grabania as vice president of digital marketing and Erica Evans as vice president of inventory planning. While Grabania oversees the company’s digital operations, Evans manages the company’s inventory to optimize product availability, sales, and channel efficiency.
Along with the Innovation Store, The Vitamin Shoppe recently tested another store concept. Last March, the retailer debuted its Hometown Stores shop-in-shop concept in several cities in Texas, California, Utah, Florida and New Jersey. The 200-square-foot spaces showcase brands headquartered or popular in those communities.
Editor’s note: This story first appeared in the Retail Dive: Operations newsletter. You can sign up for it here.
