The Vitamin Shoppe

Retailer / private label

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An American retailer specializing in vitamins, nutritional supplements, sports nutrition, and wellness products.

Last updated October 16, 2026

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Overview

The Vitamin Shoppe is an American specialty retailer of vitamins, nutritional supplements, sports nutrition, and related wellness products. Founded by Jeffrey Horowitz in 1977, the business developed from a supplement-focused retail concept into a national chain supported by physical stores, digital commerce, proprietary brands, and third-party product lines. Its retail assortment has included vitamins and minerals, herbal products, protein and performance products, weight-management items, probiotics, specialty nutrition, and other health-oriented merchandise. The company was historically known as Vitamin Shoppe Industries, Inc. and has also used the stylized form the VitaminShoppe. Its headquarters are in New Jersey, and its principal market is the United States. For a period from January 2013 through March 2016, the business operated three Canadian stores under the VitaPath name, but its enduring operating footprint has been American. A major ownership transition occurred in 2002, when Vitamin Shoppe Industries was sold to an affiliate of Bear Stearns Merchant Banking for approximately $310 million. The company later completed an initial public offering on October 26, 2009. During its public-company period, it reported approximately $751.5 million in net sales for fiscal 2010 and reached a market capitalization above $1 billion. Its public-market performance subsequently deteriorated: after a peak in February 2013, the share price had declined by more than 90 percent by August 2017, reflecting wider competitive and operational pressure in the supplement-retail sector. The Vitamin Shoppe was acquired by Franchise Group on December 16, 2019. The company continued operating stores and online channels under its established brand while selling both private-label and outside brands. Its proprietary and exclusive lines have included FitFactor, NatureFuel, ProBio Care, plnt, and BodyTech, alongside professional and specialized supplement brands from other manufacturers. The company has described an assortment of roughly 7,000 supplement stock-keeping units in stores and more than 17,000 through its retail websites, although assortment levels can change over time. The retailer has also faced product-quality and regulatory scrutiny. In 2007, ConsumerLab.com reported elevated lead in a Vitamin Shoppe multivitamin marketed as Especially for Women; the company withdrew the product after adverse publicity while disputing that the testing established contamination and maintaining that its manufacturing process complied with applicable good-manufacturing practices. In 2015, a Harvard-led study reported that three products sold by the retailer contained BMPEA, an ingredient whose safety and regulatory status were questioned. The products were removed from shelves. A separate 2011 ConsumerLab review found that the company's Ultimate Woman Gold multivitamin passed the review's tests, including selected nutrient, disintegration, lead, and labeling checks. The business entered another period of instability in 2024. Franchise Group announced preparations for a Chapter 11 filing after losses and turmoil associated with its ownership and financial position. Franchise Group and its subsidiaries filed for protection in Delaware on November 3, 2024, with an intention to keep The Vitamin Shoppe operating during the restructuring. In April 2025, Franchise Group announced an agreement to sell the retailer to Kingswood Capital Management and Performance Investment Partners for $193.5 million. The transaction was completed on May 15, 2025. The Vitamin Shoppe therefore remains an active specialty health-and-wellness retailer, but under new private-equity ownership following a public listing, a prior strategic acquisition, and a bankruptcy-related restructuring of its former parent. The Vitamin Shoppe is an American retailer of vitamins, minerals, herbal supplements, sports nutrition, and other health products. The company operates through physical stores and an e-commerce platform.

History

Jeffrey Horowitz founded The Vitamin Shoppe in 1977 as a retailer focused on vitamins and nutritional supplements. Over subsequent decades, the company expanded its store network and product assortment, developing a specialty retail model that combined knowledgeable supplement merchandising with a broad selection of branded and private-label products. The company was formerly organized as Vitamin Shoppe Industries, Inc. In 2002, Vitamin Shoppe Industries was sold to an affiliate of Bear Stearns Merchant Banking, the private-equity arm of Bear Stearns, in a transaction valued at approximately $310 million. The change in ownership preceded a period of further expansion and eventual access to public capital markets. The company held its initial public offering on October 26, 2009. The public-company period initially reflected substantial scale. The company reported net sales of approximately $751.5 million for fiscal 2010, and its market capitalization exceeded $1 billion. It later experienced a significant decline in market value. From a stock-market peak in February 2013, the share price lost more than 90 percent of its value by August 2017. The decline occurred as supplement retailing became more competitive and consumer purchasing increasingly shifted toward online channels and alternative specialty retailers. The company briefly pursued an international extension through Canada. From January 2013 until March 2016, it operated three Canadian stores under the VitaPath name. Its primary business remained in the United States, where it operated physical retail locations and online commerce sites. The retailer's assortment grew to thousands of supplement products, including vitamins, minerals, sports nutrition, probiotics, herbal products, and specialty lines. It also developed or carried brands such as FitFactor, NatureFuel, ProBio Care, plnt, and BodyTech, while stocking products from third-party and professional supplement manufacturers. The Vitamin Shoppe's history includes several product-quality controversies. In January 2007, ConsumerLab.com reported 32.8 micrograms of lead per daily serving in the Especially for Women multivitamin. The product was withdrawn after substantial media attention. Chief executive Tom Tolworthy stated that the company did not regard the testing as proof that its vitamins were contaminated and maintained that manufacturing had followed good-manufacturing practices. In 2011, another company product, Ultimate Woman Gold, passed ConsumerLab.com's review, which examined selected nutrient levels, disintegration, lead thresholds, and labeling requirements. In 2015, a study led by Harvard researcher Pieter A. Cohen reported BMPEA in three products sold at the retailer: JetFuel Superburn, JetFuel T-300, and MX-LS7. The products were removed from stores after concerns about their safety and regulatory status. Franchise Group acquired The Vitamin Shoppe on December 16, 2019. The retailer continued as an operating brand within the new owner's portfolio. In August 2020, it announced the appointment of Laura Coffey as executive vice president and chief financial officer. The company encountered renewed financial pressure under Franchise Group. On November 2, 2024, Franchise Group said it was preparing to file for Chapter 11 after months of losses and turmoil. Franchise Group and its subsidiaries filed for bankruptcy protection in Delaware the following day, while intending to keep The Vitamin Shoppe's stores and operations open through the process. In April 2025, Franchise Group announced an agreement to sell the business to Kingswood Capital Management and Performance Investment Partners for $193.5 million. The sale was completed on May 15, 2025. The Vitamin Shoppe is consequently an active United States supplement retailer operating under new private-equity ownership.

2025
Sale to Kingswood-led ownership group
[1]The Vitamin Shoppeen.wikipedia.org
Kingswood Capital Management and Performance Investment Partners complete the purchase of The Vitamin Shoppe on May 15.
2024
Former parent enters Chapter 11 restructuring
[1]The Vitamin Shoppeen.wikipedia.org
Franchise Group and its subsidiaries file for Chapter 11 protection while seeking to maintain The Vitamin Shoppe's operations.
2019
Acquisition by Franchise Group
[1]The Vitamin Shoppeen.wikipedia.org
Franchise Group acquires The Vitamin Shoppe on December 16, 2019.
2016
VitaPath Canadian operations end
[1]The Vitamin Shoppeen.wikipedia.org
The three Canadian stores operated under VitaPath are closed or exited by March 2016.
2013
Canadian expansion under VitaPath
[1]The Vitamin Shoppeen.wikipedia.org
The company begins operating three Canadian stores under the VitaPath name.
2009
Initial public offering
[1]The Vitamin Shoppeen.wikipedia.org
The company completes its IPO on October 26, 2009.
2002
Sale to Bear Stearns Merchant Banking affiliate
[1]The Vitamin Shoppeen.wikipedia.org
Vitamin Shoppe Industries is sold to an affiliate of Bear Stearns Merchant Banking for approximately $310 million.
1977
The Vitamin Shoppe is founded
[1]The Vitamin Shoppeen.wikipedia.org
Jeffrey Horowitz establishes the supplement-focused retail business that becomes The Vitamin Shoppe.

Products and positioning

A specialty, supplement-focused retailer combining physical stores, e-commerce, private-label products, and a broad assortment of third-party health and nutrition brands.

Vitamins and nutritional supplements
The Vitamin Shoppe private-label supplements
The retailer's own-label range covers core vitamins and minerals as well as broader nutritional supplement categories. Private-label products support the store's specialty-retail proposition by giving customers alternatives to national and professional brands across everyday wellness and targeted nutrition needs.
Sports nutrition
BodyTech
BodyTech is a sports-nutrition brand associated with The Vitamin Shoppe. Its range has included products intended for training, performance, protein supplementation, and related fitness-oriented use cases.
Weight management and wellness supplements
FitFactor
FitFactor is one of the retailer's proprietary or exclusive supplement lines, positioned around fitness, body-management, and general wellness needs.
Nutritional supplements
NatureFuel
NatureFuel is a Vitamin Shoppe-associated line focused on nutritional supplementation and wellness-oriented products, complementing the retailer's broader assortment of vitamins and specialty formulas.
Probiotics and digestive health
ProBio Care
ProBio Care is a retailer-associated line centered on probiotic and digestive-health supplementation. It represents the company's participation in targeted functional-wellness categories beyond general multivitamins.
Plant-based supplements
plnt
plnt is a Vitamin Shoppe-associated line connected with plant-based or botanical wellness positioning. It forms part of the company's effort to offer specialized supplement concepts alongside conventional vitamins and minerals.

Controversies

2015
BMPEA found in three supplements
A study led by Harvard researcher Pieter A. Cohen reported BMPEA in JetFuel Superburn, JetFuel T-300, and MX-LS7 sold by The Vitamin Shoppe. The retailer removed the products after safety and regulatory concerns were raised.
Source
2007
Lead finding involving Especially for Women multivitamin
ConsumerLab.com reported elevated lead in the Especially for Women multivitamin. The Vitamin Shoppe withdrew the product following adverse publicity, while company leadership disputed that the test established contamination and defended its manufacturing practices.
Source

2025
Sale to Kingswood Capital Management and Performance Investment PartnersM&A
Background
The sale followed Franchise Group's bankruptcy-related restructuring.
Action taken
Franchise Group sold The Vitamin Shoppe for $193.5 million; the transaction closed on May 15, 2025.
Aftermath
The Vitamin Shoppe became privately owned by the Kingswood-led investment group.
Transaction value. $193.5 million (Sale announced in April 2025 and completed May 15, 2025)
Source
2024
Continue operating during Franchise Group bankruptcyStrategy
Background
Franchise Group and its subsidiaries faced losses and filed for Chapter 11 protection in Delaware.
Action taken
The restructuring plan sought to keep The Vitamin Shoppe's stores and business operating during the bankruptcy process.
Aftermath
The retailer was subsequently sold to a new private-equity ownership group.
Source
2019
Acquisition by Franchise GroupM&A
Background
The Vitamin Shoppe was operating as a publicly traded specialty retailer before the transaction.
Action taken
Franchise Group acquired the company on December 16, 2019.
Aftermath
The Vitamin Shoppe continued as an operating brand within Franchise Group's portfolio.
Source
2015
Remove three BMPEA-containing productsOther
Background
A Harvard-led study identified BMPEA in JetFuel Superburn, JetFuel T-300, and MX-LS7, raising questions about safety and compliance with FDA requirements.
Action taken
The retailer removed the three products from its shelves.
Aftermath
The products were no longer offered by the retailer after the study and related safety concerns.
Source
2007
Withdraw Especially for Women multivitaminOther
Background
ConsumerLab.com reported elevated lead in the product, generating adverse media coverage and consumer-safety concerns.
Action taken
The Vitamin Shoppe removed the multivitamin from sale, while disputing that the test proved contamination.
Aftermath
The episode became an important product-quality controversy in the retailer's history.
Source

Recent events

2025
The Vitamin Shoppe completes sale to Kingswood Capital Management and Performance Investment Partners[1]The Vitamin Shoppeen.wikipedia.org
M&A
The retailer was sold by Franchise Group to Kingswood Capital Management and Performance Investment Partners for $193.5 million, completing a transaction announced during Franchise Group's restructuring.
2024
Franchise Group prepares for Chapter 11 proceedings[1]The Vitamin Shoppeen.wikipedia.org
Bankruptcy
Franchise Group announced that it was preparing to seek Chapter 11 protection after losses and financial turmoil. The subsequent filing was intended to allow The Vitamin Shoppe to continue operating during the restructuring.
2020
The Vitamin Shoppe appoints Laura Coffey as chief financial officer[1]The Vitamin Shoppeen.wikipedia.org
Leadership change
The company announced the appointment of Laura Coffey as executive vice president and chief financial officer approximately one year after Franchise Group announced its acquisition.

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