Vitamin Shoppe opens ownership up to franchisees

The Vitamin Shoppe launched its first-ever franchising program May 26. After 44 years of corporate ownership, the retailer will partner with business owners to operate franchise locations.

Vitamin Shoppe’s franchise model will reward franchisees for driving VitaminShoppe.com and VShoppe app sales via a commission structure. Customer experience will be identical across franchise stores, the retailer said, as it’s designed to be identical and indistinguishable from The Vitamin Shoppe’s 680-plus corporate stores.

“Now is an especially opportune time to partner with highly motivated entrepreneurs to expand our store fleet. This new growth strategy is a capital-efficient way to grow our retail footprint in a favorable real estate market, while empowering our franchise partners to create dynamic, locally-owned businesses,” Chief Executive Officer Sharon Leite said in a prepared statement. “With the events of the past year, consumers have become more invested in their health and well-being, as reflected in The Vitamin Shoppe’s performance. We are tapping into this industry’s strong runway for growth by partnering with franchisees who share our passion for quality, innovation, and the health of their customers and communities.”

Secaucus-based The Vitamin Shoppe offers the largest assortment of vitamin, mineral and supplement products, including national brands and an expanding portfolio of proprietary brands.

From inquiry to ownership, the announcement said that the franchisee journey can be completed within six to eight weeks. The store’s first franchised locations are expected to open later this year.

Franchise markets are available in 48 states. They’re not available in Washington and Oregon, where The Vitamin Shoppe operates stores under the Super Supplements banner.