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The Vitamin Shoppe is a nutritional supplements retailer based in New Jersey in the United States. It was formerly known as Vitamin Shoppe Industries, Inc., and was commonly marketed as theVitaminShoppe. The company supplies about 7,000 supplement SKUs in its retail stores and more than 17,000 through its websites. 

History of the brand 

The Vitamin Shoppe was founded by Jeffrey Horowitz in 1977. Since then, the company has continuously grown as one of the leading discount retailers in the vitamins and nutritional supplements market.

It began as a one-store shop in New York back in the late 70s. Today, it’s a nationwide supplier with 785 stores spread across the country. Continuous growth has been fueled by the company’s plan to set up new locations every month. This has been going on since 2003. 

The addition of online learning centers, a comprehensive website, and a popular monthly catalog allows the Vitamin Shoppe to reach thousands of people daily that are interested in products designed to improve their lifestyle. The company started heavily investing in internet advertising in early 2000. 

This was in an effort to bring in new customers. In August 2001, the Vitamin Shoppe was able to open its 95th and 96th stores. These were located in Atlanta and Georgia and coincided with the company’s plan – to locate stores in the more populated areas with an above-average income and high education levels. 

The chain expanded on the East Coast and then to the south of Florida. Its site selection skills proved successful as no store has ever been closed. Its key technique was having a high catalog of sales in a particular area. For example, the higher number of retirees living in Florida brought about high mail-order business.

The Vitamin Shoppe was acquired by the Franchise Group, Inc. in August 2019. 

Business Directions

The Vitamin Shoppe operates retail and online stores that provide several nutritional supplements under different brands. These include Bodytech, PLNT, NatyreFuel, FitFactor, and ProBio. The company also offers third-party lines, including specialized and professional brands. 

Key Facts

In the past, the Vitamin Shoppe has put in efforts to ensure it provides quality products to its consumers. The company took down supplements under the MX-LS7, JetFuel T-300, and JetFuel Superburn brand names after a 2015 study revealed that they contained BMPEA. Other brands sold go through about 320 steps to guarantee their quality, potency, and ingredient purity. 


The Vitamin Shoppe provides a huge assortment of cutting-edge and high-quality supplements, herbs, natural beauty products, superfoods, aromatherapy, healthy weight support, and proteins. You can find these at and the VShoppe app or in any one of the 780 stores located countrywide.

Typical Hours of Operation

Mo 10:00 - 19:00
Tu 10:00 - 19:00
We 10:00 - 19:00
Th 10:00 - 19:00
Fr 10:00 - 19:00
Sa 10:00 - 19:00
Su 11:00 - 18:00

Locations: 700 locations in 47 states and 555 cities.


Parking: Lot


  • Health & Wellness Products
  • Vitamins & Food Supplements
  • Reducing & Weight Control
  • Health & Diet Food Products


  • accepts credit cards

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