The Vitamin Shoppe has launched its new Hometown Stores concept, beginning with five shop-in-shops for nutrition and supplement brands that have company headquarters and deep roots in the metro areas where the stores are located.
Each store will feature a minimum of 200 square feet of retail space for the designated brand, featuring large-scale signage, enhanced fixtures and displays and even custom refrigerators stocked with the brand’s energy drinks, protein shakes or hydration beverages.
“These custom-designed shop-in-shop experiences are a game-changer,” said Lee Wright, CEO of The Vitamin Shoppe in a statement. “We’re offering our brand partners a unique opportunity to create dynamic retail showcases right in their own backyards, where they can connect with their most dedicated customers like never before. By expanding their presence within The Vitamin Shoppe, our partners can truly bring their brand stories to life through exclusive product, events and content.”
Additional Shop-in-Shops Planned for This Year
The Vitamin Shoppe plans to expand its Hometown Stores footprint in 2025. The fifth location, featuring the RAW Nutrition brand and located in Port St. Lucie, Fla., will open in April, joining:
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- Gorilla Mind in Los Angeles;
- EHPLabs in Houston and Paramus, N.J. (the company is based in Australia, so these stores are designated as Community Hubs);
- Bucked Up in Sandy, Utah;
- RYSE in Frisco, Texas.
Some of the featured brands already use the stores as community engagement and content creation spaces. EHPLabs drew more than 400 fans for a February event in Houston featuring a run club, live workouts and fitness contests, influencer meet-and-greets and giveaways from a mobile shipping container that served as a mini-shop. Bucked Up’s executive team landed a helicopter at the Sandy, Utah location for a buzzed-about launch video posted across its social channels.
