The Vitamin Shoppe hits the big 4-0

SECAUCUS, N.J. — The Vitamin Shoppe is holding a month-long celebration to mark its 40th birthday.

Pharmacist Jeffrey Horowitz opened the first Vitamin Shoppe in New York in 1977. It’s transformed from being a supplier of pills and powders to a leading omnichannel lifestyle destination and whole health resource with nearly 800 stores throughout the U.S. and Puerto Rico.

"We're very proud to be part of a heritage known for helping customers thrive in their everyday lives," said Colin Watts, CEO and chief health enthusiast at the Vitamin Shoppe. "This celebration is our way of saying thank you to our customers and our Health Enthusiasts for allowing us to be part of their journey."

The Vitamin ShoppeThroughout June, the specialty retailer will offer customers sampling events, in-store and online promotions and exclusive products, including its Birthday Cake Protein Powder from its private brand Bodytech for a limited time. Customers will also be able to enter the Vitamin Shoppe's Birthday Sweepstakes for a chance to win rewards and prize packages.

The past year has been a big one for the Vitamin Shoppe. The company has revamped its website, enhanced its loyalty program and omnichannel capabilities and unveiled a new store format that offers shoppers an open layout that is easy to navigate. Vitamin Shop calls this new format its Brand Defining Store, a fitting name since it will include an expanded product assortment — with an increased focus on its private brands — as well as sampling stations and space for events designed to enhance the shopping experience.

"As a leading health-and-wellness retailer, we have seen a lot of industry growth and consumer shopping transformation over the years," said Watts. "Our customers have always been our priority, and enhancing their shopping experience is important to us. To remain relevant to them in this new retail world, we are upping our game by providing inspiration as well as solutions to meet their lifestyle needs."

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